Why should nonprofits invest in quality design and storytelling?
The National Alopecia Areata Foundation (NAAF) serves the community of people affected by an autoimmune skin disease called alopecia areata that results in hair loss and emotional pain. For nearly 40 years, the organization has backed research to find a cure or acceptable treatment, supported those living with the disease, and educate the general public about the effects of alopecia areata.
NAAF approached CauseMic to expand the organization’s reach and grow revenue during September, also recognized as National Alopecia Areata Awareness Month. Their team was short on creative capacity and was looking to make a sizable shift in the look and feel of previous years’ campaigns.
Bringing Compelling Stories to Life
CauseMic collaborated with NAAF’s seasoned leaders to communicate what makes the organization’s approach different and impactful. NAAF seeks to create a world where people with alopecia areata and related diseases feel embraced, honored, and celebrated for their uniqueness. With an uplifting vision to be communicated to a younger, motivated target audience, CauseMic helped NAAF launch its Super Power Challenge, encouraging supporters to share their unique and special power while fundraising for the organization.
The creative theme took a bolder approach than previous campaigns, and by understanding NAAF’s value proposition and supporter base, we were able to energize, engage, and coach fundraisers while upholding NAAF’s core values. Furthermore, the elevated design paired with user generated content helped NAAF raise nearly $100,000 in September 2018.
In September 2019, CauseMic implemented another bold theme for National Alopecia Areata Awareness Month, asking the NAAF community to “Claim Your Strength.” Through a month-long, multi-channel campaign, we harnessed the power of matching gift challenges and user generated content while highlighting NAAF’s tangible impact on those who’ve been affected by alopecia. As a result, the campaign raised more than $142,000, a 45 percent increase from 2018.
Maximizing Key Moments
Following the success of their September Awareness Month campaigns, NAAF was determined not to lose momentum heading into year-end fundraising. They enlisted CauseMic’s support in creating a communications strategy to empower young leaders within the organization through a cohesive theme known as “Let Them Shine.” NAAF highlighted recipients and advocates of their services, demonstrating the impact of their approach to empowerment and asked for continued financial support.
To continue telling the story of how donated dollars enable NAAF to serve those in need, CauseMic led the design of the organization’s annual report, bringing milestones and key data points around NAAF’s reach and outputs to life. The digital report was designed to build trust and credibility with recipients, along with highlighting the positive outcomes that motivate their growing community.
What began as a need for graphic design support grew into a desire for a holistic, consistent, and user-driven approach to fundraising. From cohesive design to scalable personal touches to email automation, CauseMic is humbled to help NAAF raise awareness and funds in order to continue their critical work.