Alnahda "Back to School" Campaign

Activating Social Impact With A Digital Fundraising Campaign To Meet Students’ Needs

Project Type
Digital Marketing

Location
Saudi Arabia

Industry
Non Profit

Project Link

Achievements
Silver Indigo Design Award for “Digital Designs & Campaigns” Category

Challenge

Alnahda is a NGO dedicated to the social and economic empowerment of women in KSA. Before the start of the new academic year of 2021, AlNahda commissioned Blue Hat to launch a fundraising campaign aimed towards providing students with logistical (access to technology), academic and financial support.

Intervention

The campaign targeted the general public, with a focus on cause enthusiasts and supporters of AlNahda’s mission.

We set out to implement the digital campaign on Instagram, Twitter, Snapchat and Youtube along with newsletters. For the content, we developed illustrations that tell the beneficiaries’ stories and struggles in receiving quality education, ensuring that the messaging is relevant to the target audience in KSA.

We also collected videos that were recorded by the actual beneficiaries (students and mothers) talking about their dreams. In total, six videos were animated reflecting six different personas creating empathy for the beneficiaries’ needs and nudging advocates to donate for them through call to action. These stories served as a revealer for the campaign’s title: Back To School.

We emphasized the call to action further by sharing the exact needs of the beneficiaries in numbers. We developed ‘donation categories’ that outlined specific costs to help potential donors identify the amounts and purposes of their contributions. A donation meter highlighted the progress made towards reaching the target.

Results

The campaign’s visual identity was inspired by primary colors of Alnahda’s programs; Forsa (Career Education) and Thaber (Financial & Social Support). The colors were fresh and vibrant to echo well with the topic of the campaign “Back to School '', along with modest tones to ground it and appeal to a mature audience.

For the illustrations designed in the campaign’s first phase, we used real characters and added voice overs to each video in order to trigger curiosity, and ultimately action through donations.

A media plan was developed to reach the donations target and increase awareness and it resulted in:

Instagram Ads:

+ 1,408,400 impressions
+4,560 clicks to donations page
+21,150 views of the video
+7,829 engagement with the post

Youtube Ads:

+524,207 impressions
+5,517 clicks to the donations page

Snapchat Ads:

+136,332 impressions
+1,079 swipe ups to donations page

The campaign wrapped up with special messages from the beneficiaries’ families and influencers in Saudi Arabia to thank advocates for their donations, which helped AlNahda fundraise more than USD 71,803.