The Client
The Just One Foundation is a new charity focused on growing a school in Cartagena, Colombia. They have chosen to improve children's education because education has proven to be the single biggest factor in changing lives.
The Problem
Because the Just One Foundation is a new player in the fundraising world, nobody knew what they were about or it would be important to support their fundraising goals. They needed a clear why. A compelling story. And a way to stand out from other nonprofits with larger budgets and reach. Mostly, they needed to first discover for themselves then communicate to others what made Just One so unique. They came to us with a website they hated, a handful of photos, and video footage that had never been edited.
The Opportunity
For years people have heard about abuses in the fundraising industry where donations don’t always go to those in need—they go to administrative costs. Plus, donors may feel discouraged that their gift won’t make a difference. But the Just One Foundation is different. They cover all the administrative costs through corporate donations. Plus, they focus microscopically on providing aid at the local level where each donation is going to make the biggest impact. Now they just needed stories.
The Concept
What if the name of their foundation becomes their rallying cry and positioning statement? What if we show the impact each donation has on individual students? And what if we invite others to join in and help through presenting a new tagline: Imagine if everyone helped just one more.