Merchants of Charity
Revisiting the Concept of Fundraising by Capturing a Passion for Social Responsibility
Challenge
AlNahda is a Saudi NGO working towards the social and financial empowerment of women according to the Vision 2030 for Saudi Arabia.
To raise funds for their life-changing programs and garner support for their activities, AlNahda previously relied on four main channels for people to get involved: donations, sponsorships, memberships and volunteering.
However, they wanted to create a wider-reaching initiative that would target a new audience and allow local Saudi businesses and international brands to work closely with AlNahda to help achieve their mission.
Therefore, they created the “Merchants of Charity” project to capture a shared passion for social responsibility and align with the Vision 2030 goal of supporting and widening the non-profit sector in Saudi Arabia.
Through the initiative, companies that partner with AlNahda contribute by either: donating directly; encouraging customer donations; or co-creating a unique product to be sold to the public.
To attract companies to the program, AlNahda needed to establish a unique brand identity for the “Merchants of Charity” initiative and put together a dedicated document explaining the initiative to potential partners. This is where Blue Hat came in.
Intervention
In order to create a brand identity for the initiative, we began by exploring three options for brand architecture.
For “Merchants of Charity”, we worked according to a hybrid brand architecture, in which each subsidiary brand has its own identity but is clearly inspired by and connected to the mother brand. The aim was to highlight the initiative as a distinct program with its own identity, whilst keeping key elements of AlNahda’s branding and a clear connection to the NGO.
Our second challenge was to create a new brand identity for the initiative, a website section for it, and a “Get To Know Us” document to be shared with potential partners - providing them with all the information they needed about the “Merchants of Charity” initiative.For this branded document, we worked on content in both English and Arabic that conveyed the most important aspects of the initiative.
Results
We designed a logo that featured the main elements of the core AlNahda logo and reimagined it for the initiative. We incorporated a smooth arc indicating organic progress towards women’s empowerment, and details reminiscent of a sailboat to reflect trading and merchants.
This unique brand identity acted as a unifying feature across all elements of the “Merchants of Charity” project - on its own page on AlNahda’s website, in the “Get to Know Us” document and as inspirational material for potential co-created products.
We delivered a clear and concise document in English and Arabic that effectively promoted the advantages of joining the initiative in an appealing format that would trigger the curiosity of potential partners and encourage them to reach out to AlNahda.
We helped AlNahda develop their “Merchants of Charity” initiative into a successful and sustainable project that has attracted commercial partners of all kinds - from local to international and from start-ups to more established companies.
The initiative opened up AlNahda to a new, commercial target audience, creating a new opportunity and source of funds and allowing partners to contribute towards the empowerment of women in Saudi Arabia in a meaningful way.
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