Living Water International
Art Direction + Design of campaigns, including printed, digital, emails and microsite
Photographer + traveler
Creator of Brands, like Living Water Trips and our affinity groups
Maker of Templates + Presentation assets
Creator of Icons + Infographics
Living Water's mission is to bring safe water and the love of Jesus to the 844 million without access to a basic water around the world. As a marketing team, we strive to communicate the stories of the thirsty with dignity and honesty in order to raise funds to provide the gift of clean water.
Campaigns
Each year, we send out 4-6 cross-platform campaigns to our mass donors. Each focuses on a story straight from communities Living Water has drilled a well in. In the last calendar year, all the communications sent out followed the theme of relentless. The theme was inspired by the countries of Guatemala, Sierra Leone and Peru where our teams face physical and spiritual obstacles when working in communities without access to safe water. The Marketing Team, including myself, traveled to these countries to capture stories.
Our fall campaign featured the story of two girls who are both best friends and cousins, Yamara and Matika from Peuerto Requena, Peru. They live in the rainforest, off the tributaries of the Amazon River, a few days canoe trip to the nearest town. Yamara and Matika are a part of the Candoshi tribe, who are native to the rainforests of the region; this tribe faces diseases from the unsafe water they drink and lack of knowledge about common sanitation and hygiene practices. The campaign challenged the donor to Transform the Tomorrow of the two girls and other girls around the world.
Mailers
The main mailer introduced the two best friends to our donors through a letter and photo. I made the photo a standard 4x6 with their names and ages hand written on the back to help establish an emotional connection between our donors and the girls.
Our chaser mailer introduced Living Water's Peru team that drills wells in hard to reach communities and the Sanitation & Hygiene teams that teach classes and help communities plan for latrines.
click photo to enlarge
Emails
Emails follow the story line of the mailed content. First introducing the girls and establishing an emotional connection. Then telling the story of the Peru team and the struggles they face in the rainforests.
The emails introduced the girls dreams of growing up to be a nurse and a teacher and that these dreams might now be obtainable with safe water.
A video was created for the campaign and used the emails to launch it as well as social media.
click photo to enlarge
Microsite
A microsite template was created to use throughout the year to tell all our stories. So we utilized this for the campaign.
The site challenged donors to transform more tomorrows like Yamaru and Matika, so they can live healthier lives and see each other's dreams come true.
Special content was added to this microsite shot with a 360 camera so you can experience being there.
click photo to enlarge
Annual Review
Each year our annual review features stories from the areas we work around the world along with required financial pieces. Recently, our fiscal year shifted from calendar year to a standard fiscal year so we were challenged with covering an 18-month period with the constraint of simplifying and slimming down. This piece is used by donor representatives to capture the interest of potential new donors and re-engage current donors by sharing Living Water's accomplishments over the last year.
As an international non-profit, with a HQ in Houston, Texas, it is difficult to provide international staff working in the developing countries we serve with impactful resources to raise donations. To make it more accessible, we also created an online version of the review. The online version provided the same content as the printed piece and an interactive map showing the production numbers of the 18-month period.
The colored border represents a sticky element that stays around the edge of your browser while you scroll through the content.
The 2017 Annual Review microsite utilized the template we previously created for our mid-year review. Above includes a sample of wireframes and mockups of the mid-year site. We created the mid-year site as a piece to fill in the gap as we transitioned to a June fiscal year end from a calendar fiscal year until the printed Annual Review was created. Visit water.cc/2016.
Developing Brand Recognition
To continue growing brand recognition as an organization, the marketing team continually works to build new assets. These help create continuity and recognition with donors in the United States, as well as internationally. It helps affirms credibility to new donors and organizations we receive grants from like UNICEF. We've begun creating templates for proposals and presentations including icon sets, infographics, photo libraries and more. This has also included refreshing certain brand collateral with a current look and feel and relevant statistics about our work.
