The Time is Now.
Our Daily Bread is the arm of Catholic Charities that reaches out to provide access to healthy meals to those experiencing hunger. Since its inception June 1, 1981, they’ve never missed a day of service to the community, including during the Covid-19 pandemic. Nourishing Opportunity takes that mission to the next level by also introducing individuals to other services that could help them transform their lives.
Challenge
Each year, Nourishing Opportunity issues an annual fundraising appeal to help support the average 228 thousand meals they provide each year. Through letters sent out to volunteers, donors, and the community at large, they illustrate the impact that their giving affords to inspire individuals to continue their contributions. To expand the audience and streamline the donation process, Nourishing Opportunity required a corresponding online presence.
Strategy
The two main elements that drove the strategy for giving Nourishing Opportunity the platform expansion it deserved were messaging and the landing page. When it came to the latter, it was essential that the organization had an easily accessible and navigable website to drive potential donors to. For messaging, as one program under the prolific Catholic Charities umbrella, Vitamin set it apart by highlighting the ingredients that give Nourishing Opportunity its own unique identity.
Results
The design and motivation for the online home of Nourishing Opportunity is centered around the organization’s three main principles — dignity, trust, and commitment. Through the letters and donation page, they were able to serve 261,471 meals in fiscal year 2021, fulfilling their charge to honor those principles and feed those in need. Through this gateway, Nourishing Opportunity also guided individuals to more programming that feeds their lives in a fully holistic way, including access to housing and job opportunities.
A Human Touch
It was important that the art direction for Nourishing Opportunity take on a human-centered design. This is why, rather than using a polished, high-fidelity approach, Vitamin opted for sketched graphics to more authentically drive home the idea that this organization is high touch. In addition, being a Catholic Charities organization, the color story pulls from the greater scheme for brand cohesion.
Your Guide to Giving
In addition to sending letters to current and potential donors, the website serves as a digital platform that streamlines the donation process. With direct donation and volunteer pages, it has become much easier for people to get involved with the organization. The site also illustrates the impact of each donation by showing that a $75 donation equates to 17 nourishing meals.
