giovanna dabner
CREATIVE + ART DIRECTION
campaign strategy assignment
Crafting a Monthly Giving Campaign to Strengthen Healthcare Support
Project Overview
A major healthcare foundation sought to increase the number of monthly donors through a campaign that highlighted the life-changing impact of ongoing support. This strategy required developing a donor-centered approach that:
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Clearly communicated the mission and community impact of the foundation
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Inspired emotional connection with potential donors
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Built trust through credible and compelling messaging
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My approach focused on humanizing healthcare giving—emphasizing that monthly donations don’t just support a hospital; they support real people, families, and life-saving care.
Team:
Giovanna Dabner, Creative Director, Graphic Designer
Software used:
The Challenge:
Despite its vital role, monthly giving often struggles with:
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Emotional Disconnect – Donors feel removed from the impact of their contributions
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Competing Priorities – Many donors opt for one-time gifts over recurring support
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Need for Clear Storytelling – The campaign needed a compelling narrative that made giving feel urgent and personal
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By developing a creative strategy and visual campaign, the goal was to position monthly donors as ongoing partners in saving lives.
total Budget:
Not specified (Strategy-based concept development)
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Creative Process
Concept Development
The For Every Life campaign was designed to create a lasting emotional connection between donors and the impact of their contributions. The goal was to emphasize that monthly donations fuel the future of healthcare, ensuring that every patient receives world-class care today and in the years to come.
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Turning One-Time Donors into Monthly Supporters – Messaging focused on sustainable giving, positioning donors as investors in the future of care.
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Community-Driven Storytelling – Showcased how healthcare affects all stages of life, reinforcing a shared responsibility to support lasting care.
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A Bold Yet Humanized Brand Identity – Balanced modern typography and warm photography to make the campaign feel both credible and personal.
Inspiration
The creative direction drew inspiration from:
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The Healthcare Foundation's Core Mission – Highlighting stability, growth, and innovation through the stylized number 4 (symbolizing the Four Pillars of Care).
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Legacy-Focused Healthcare Branding – Campaigns from SickKids, UHN Foundation, and Heart & Stroke reinforced the power of personalized donor storytelling.
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Editorial & Modern Design Trends – The final look embraced elegant layouts, subtle textures, and clean typography, ensuring a polished yet emotionally compelling feel.
First Iteration
The initial designs explored bold typography, layered imagery, and dynamic layouts to create an engaging, donor-driven appeal. However, refinements were made to enhance clarity, impact, and brand cohesion.​
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More Intentional Framing – Early drafts featured fragmented imagery within large numerals. The approach needed to smoothly integrate imagery within the modern cutout for a more cohesive visual flow.
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Stronger Visual Hierarchy – The final design needed a simplified layout, emphasizing “For Every Life” with a bolder, more structured typography treatment.
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Elevated Branding & Texture – A refined colour palette and subtle texture would create a more sophisticated feel, reinforcing trust and longevity.
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Optimized Call-to-Action – Need for a clearer and more prominent call to action to ensure higher engagement.​
Branding + Visual Identity
#1E4397
#4EC4D9
#EFEEEB
#FFFFFF
Key Learning
The best donor campaigns aren’t just about fundraising—they're about inspiring people to see themselves as part of something bigger. For Every Life was designed to remind donors that their generosity builds a healthier future for all. This assignment really pushed me to hone my strategy building skills and compliment it with my technical skills to create a strong overall campaign.
