change is possible
Human Rights Watch—a global nonprofit organization dedicated to exposing and ending human rights violations—needed to find a way to deepen their current relationships while forging new connections with an emerging donor base.
A major motivation for HRW donors is a belief that change is possible and that their contribution is making a difference. We used this insight to refocus the communications platform around the victories that have come about as a result of their work, rather than the atrocities that caused them to take action.
We visually showed how HRW's influence emanates to bring lasting change.
The work HRW does is complex and often involves years of research. We created a visual and verbal communications platform that expresses their work in a visually compelling way. By using this system in HRW's annual reports, newsletters, and other communications, donors and potential donors can easily see how their contributions are enabling progress.
Instead of a financial retelling, it was re-envisioned to show the progress made throughout the year.
The Voices for Justice dinner is an international event held in multiple cities throughout the world. It is HRW's single most important donor event, where it is critical to connect the work that is being done in the field with the people who are keeping it alive.
Connecting the researcher's work with the donor's desire to make a difference.
In December 2008, MoveOn.org endorsed HRW and used the new messaging we developed to appeal to its members for donations. The week following the endorsement, donations came flooding in.
