As one of the fastest growing churches in America, Rock Point was straining the capacity of their campus. They turned to me to deliver the branding, UX, and marketing design of their $20 million campaign and ensure they had the space they needed for years to come.
Client: Rock Point Church
Deliverables: branding, fundraising portal, print materials
Role: lead designer (branding, user research, ux/ui design, print design)
Challenge: largest capital campaign taken by the organization to-date
Solution: leverage user feedback and secondary research to funnel users to engage with the campaign.
Success Metric: $21.6 million raised
Results:
$21.6 million raised
($1.6 million over goal)
I collaborated with the senior leadership team to kickstart the Courage Campaign. Initially, I developed a comprehensive marketing plan, and as soon as our launch date was set, I dove into market research and branding.
Branding:
I analyzed the top twenty organizations in our industry, dissecting their brands, visual styles, and messaging. Once I had a firm grasp of the competitive landscape, I engaged in one-on-one interviews with members of the leadership team to grasp their vision and collectively define the campaign's overall "vibe." I crafted seven mockups, ultimately securing approval for one to move forward with production.
UX Design:
My next round of research expanded my focus beyond just religious institutions. I examined sales funnels, crowdfunding platforms like GoFundMe and Kickstarter, e-commerce websites, and various entities fundraising for causes. After completing this research, I conducted several one-on-one interviews with current church donors to uncover what factors influenced their decision to provide financial support and what didn't matter as much.
Out of this research, I determined the flow of the landing page that would serve as the centerpiece of the campaign. Additionally, this research helped me determine what supporting print mailers and other materials were needed.
I hired a freelance web developer, and we paired together to bring the website to life. Once the website was completed, I completed the supporting print materials, selected a bid for printing, and handed the finished pieces off the organization for distribution.
Results
The campaign surpassed all expectations, smashing its goal by raising an impressive $21.6 million. Shortly after the campaign's conclusion, construction began on the new campus.
