The Brief
Newlife hosts a weekly food bank out of their church, giving away more than $4,000,000 worth of free food every year. They desperately needed a new purpose built facility but couldn't afford one.
The brief was to create a branded experience across print, digital, video and a bespoke fundraising gala. Newlife wanted something that felt elevated and chic, but still connecting with their smaller suburban community.
The end goal of the campaign was to raise $1,200,000 over three years, with a goal of $300,000 in the first year.
Design
There were four print materials central to the campaign: an information booklet, a journal, the event invitation, and the pledge card. The green and gold color palette gives the campaign a sophisticated but natural feel.
The Gala
The cocktail style gala was hosted for approximately 75 guests who make up the core of Newlife's regular donors. The gala featured musical entertainment, five-star food and refreshments, and a keynote from the director of the food bank.
The Outcome
The Above—Beyond campaign raised over $400,000 towards their new facility, and provided Newlife with a branded platform for future fundraising efforts.