The Doe Fund is a New York based non-profit organization whose aim is to reduce recidivism and break cycles of homelessness and addiction within historically underserved communities. With an aging and shrinking donor base, the organization wanted to increase awareness among Millennials and Gen Z who could be tapped for future support. We created a campaign around the personal stories of the graduates of the program, centered around some of their poignant and relatable quotes. We also created a series of online quizzes that were meant to shatter misconceptions around addiction, homelessness and personal success.
One of the most difficult hurdles to overcome was the client’s relatively small photo library. For such a long standing organization, the Doe Fund did now have a robust collection of photos documenting the program’s history. The photos that did exist were of varying size and quality, and the client did not have the budget to hire a photographer. In order to overcome this obstacle, I decided to apply a blue overlay treatment over each photo to keep the imagery visually cohesive.
Overall, our campaign resulted in a 586% increase in engagement across social media platforms, and a 14.5% increase in followers, putting the Doe Fund in a good position with the next generation of potential donors.