For Northcott’s Love of Giving
Fundraising Campaign
UTS INDUSTRY PARTNER
OCTOBER 2023Northcott
/ USER EXPERIENCE DESIGN-
Northcott is a large non-profit disability services provider based in NSW and the ACT. They have provided support to people with disabilities for over 90 years. Following the introduction of the NDIS, Northcott has found it has become increasingly difficult to fundraise to support their services. Many people think that now the NDIS is in place, there is no need for non-profits to seek donations.
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Northcott would like to re-think how they fundraise to tackle the difficulties brought about by the NDIS and the subsequent decrease in giving.
Explore and propose an alternative strategy for fundraising for Northcott. This could be in any form that is relevant.
‘For Northcott’s love of giving’ is a street and social media campaign initiative designed to respond to the critical need for financial support for people living with disabilities. The design outcome lies primarily in a street campaign, which I’ve integrated into a targeted social media approach on Instagram, to amplify its outreach and donation potential.
The Process
Research
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To design an effective approach to the brief, I created a research folio that explored the history and fundamental flaws in the NDIS, the impact of media-driven misinformation, and the importance of building connections. Throughout an analysis of key takeaways from academic research, empathy mapping, and evidence-based research into how young Australians access, consume, and engage with news, I created a problem statement that I would address in a design outcome.
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Young Australians are incorrectly informed and unaware of the critical services provided by not-for-profit organisations like Northcott, which bridge the gaps left by the NDIS for people with disabilities. How might we craft an impactful fundraiser that educates the public about these service gaps, corrects misperceptions, and boosts their willingness to donate in response to the campaign?
Concept Development
Following my research, I created a brainstorm of different avenues through which I could drive a campaign.
I then came up with specific ideas for a video and visual campaign, and ultimately followed through with the latter, later adding a social media element also.
Design Outcome
Street Campaign
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The street campaign concept features five posters in a cohesive design style that highlights the power of a donation through a clear visual metaphor. Whether it’s 'Dad's Love of Basketball' or 'Noah's Love of Cooking,' we immediately begin to bridge connections to these simple, humanising experiences, and understand the transformative power of a simple donation.
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With a strategic placement across Sydney’s busiest areas, including bus stops, buses, light rails, and prominent city signage, the campaign aims to ignite a positive call-to-action and communal responsibility while aiming for maximum impact.
Transitions to Social Media
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To continue to bolster the power of this campaign, I’ve created a seamless transition taking these visuals from a physical to digital space, primary through Instagram. Taking 'Tom's Love of Learning' as an example, I’ve crafted a simplified Instagram template that limits the textual content in order to highlight the visual connection. In order to harness the full potential of this space, I’ve also added a cue to swipe to see how, and links to Northcott's website and Instagram handle.
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Building on this momentum, I expanded on this further by developing a cohesive design style for the Northcott instagram account with posts that educate viewers on a range of topics from NDIS misconceptions, to upcoming info nights and easy ways to make a contribution.
The template includes the same navigational features as the call-to-action donation posts, and as well as a cohesive design style that is carried across all topics and carousels. The post 5 Easy ways to donate for example, is paired with this simple slide through that uses visual hierarchy to highlight each method on it’s own page, and simple directions on how it works.