Good News, Told Well: A Quarterly Report for
Long-Term Donors
Service
EDM, Social Media, Content creation
Field
Non-profit
CBM Australia, a Christian international development organisation working to break the cycle of poverty and disability, gave me the task to refresh its quarterly donor report back. The goal was to transform a standard update into a storytelling tool that strengthens donor connection, trust, and retention.
1. Audience & Concept
CBM's donors are 60–90 years old, long-term supporters who value partnership over pity. I developed the concept "Because of you, they are back", reframing the donor's role from rescuer to partner. Each story follows a gentle arc: who they were, what happened, because of you and where they are now.
2. Visual Strategy
I used cinematic, dignity-first imagery, warm portraits and beautiful landscapes to create a sense of real, unfolding story. For Dilmaya (mental health + suicide risk), I used a symbolic image rather than an identifiable face to protect her dignity.
3. Accessibility & Inclusion
I prioritised readability for older audiences: 18–20px body text, generous white space, high colour contrast (dark green on white), and no pity-based language or imagery.
4. EDM & Social Media
I designed a scrollable EDM featuring three stories (Olubunmi, Dilmaya, Water for Life) with soft, partnership-focused CTAs. For Facebook, I created a joy-first post featuring Olubunmi smiling, with a warm caption following the same "back" arc.
5. Results
A clear, memorable concept across channels, dignified, accessible, emotionally resonant, and grounded in CBM's published facts.
