Non-Profit: Case Study
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Non-Profit: Case Study 〰️
Malteser International Americas
Image credit Malteser International Americas.
Strategy & Communications
Background:
Malteser International Americas (MIA) is the official humanitarian aid & development agency of the Order of Malta (SOM). MIA is a registered non-profit charity in the United States which opened its doors in 2013, and is an affiliate of Malteser International, headquartered in Cologne, Germany, operating for over 70 years.
Globally, the non-profit is active in 35+ countries across 5 continents, and in 2023, supported over 5.6 million individuals.
Their focus is providing access to health, water, sanitation and hygiene (WASH), food nutrition and security, as well as emergency response to the most vulnerable. In the Americas, we focused on several forgotten crisis, i.e. the food security crisis in Haiti or the Venezuelan migrant and refugee crisis in Colombia.
Brief
In 2021, the organization committed itself to creating integrated campaigns to build a more decisive and cohesive brand voice across print and digital channels, while also more directly aligning with the values of their faith-based audience. To do so, I led the team to both establish internal processes to make these campaigns possible, supported them on content and creative direction, and manage relationships with key stakeholders in the community.
Results: Year over year, our fundraising from individual donors increased by 16-18%, thanks, in part to the more holistic approach we took through these integrated campaigns.
Audience: faith-based, aged 50+ in the US.
Medium: multi-channel.
Deliverables: integrated campaigns, annual reports, events, fundraising.
Integrated Campaigns
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Integrated Campaigns 〰️
Campaign
In March of 2024, Haiti saw a staggering increase in gang violence in the capital, Port-au-Prince, which had dire consequences for already degrading food security for children and their families. Our objective was to remind donors that this crisis was going to make the existing food insecurity crisis even worse and raise critical funds.
Mediums
Print, social media, email marketing, website landing pages.
A simple postcard sent to donors.
Creating dedicated landing donation pages for any campaign was essential for tracking donations and the success of our outreach.
The objective was to keep it very simple with a clear call to action. Few distractions and external links ensured the donation was easier to complete for the user with as few clicks as possible.
Annual Reports
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Annual Reports 〰️
For the 2023 annual report (pub. 2024), we sought to showcase our humanitarian aid expertise while more authentically aligning with the faith-based values of our audience. Connecting to both of these audiences meant speaking their language.
Roles: writing, copy-editing, project management, vendor coordination.
To speak to expert audiences such as trusted peer organizations, humanitarian partners and institutional donors (government grantors, foundations, etc.) – as well as maintaining credibility as a transparent and technically advanced/innovative organization, we interviewed our Head of the Emergency Relief Team, focusing on the technical aspects of delivering emergency aid.
To speak to the core donor base (faith-based audience), we partnered with one of the thought-leaders within the community – the Ambassador the UN Mission in New York – to share some thoughts on the importance of the SOM’s network around the world and its positive impact on our humanitarian work.
Past Annual Reports
Published: 2024
Published: 2023
Published: 2022
Published: 2021