2025 End-of-Year Giving
Client:
Zora's House
Role:
Marketing and Communications Manager
Service:
Strategy and Execution
Year:
2025
Overview
Zora's House is a non-profit organization based in Columbus, Ohio. The organization provides women and gender-expansive people of color with the space, skills, and strategic connections they need to thrive personally and professionally.
Organizations across the nonprofit sector engage with End-of-Year Giving and Giving Tuesday campaigns in order to convert passive observers into active donors in the heat of the holiday season.
It can be challenging for any organization to stand out amongst the flurry of end-of-year giving messages from nonprofits far and wide. Compound the desire for donations with an industry-wide funding drought and you've got a recipe for competitive chaos!
We leaned into the clever colloquialism known from women+ of color in the US to create a four-part giving season campaign entitled, "It's Giving… Season!"
Part 1: It's Giving… Societal Collapse? — An honest admission of the tough times so many women+ of color, including those within our membership and organization, continue to face. This admission shifted our typically quirky yet always real brand voice on its head to authentically ground our campaign in today's reality.
Part 2: It's Giving… Tuesday! — Prompts for folks to give with their hearts and their wallets as we entered the holiday season and even beyond Giving Tuesday.
Part 3: It's Giving… Impact that Lasts. — Reminders of the impact of every dollar donated on our organization's ability to continue our expansive and supportive programming for women and gender-expansive people of color.
Part 4: It's Giving… Restart. — A bookend to giving season that wrapped up the campaign in January of 2026 with a reminder to prioritize giving along with all of our supporters' new year goals.
These communications spanned many channels, including email, social, direct mail, and OOH.
This campaign drove donations from new and existing supporters within and beyond Central Ohio, totaling over $30K towards the organization's activist cause.
