After an influx of pro bono requests from non-profits, it became clear that there was a need for affordable design services for an industry that has long relied on low-quality donated services or even doing the design themselves. Ultimately, what we've ended up with is a long list of worthy causes that, from a marketing perspective, look awful.
So, STREETLIGHT was born.
STREETLIGHT strives to offer affordable, high-quality branding materials to non-profit organizations through a couple different options depending on the budget of the organization. It's all spelled out on the site, so there's no need to go into too much depth on those.
The main reason UD+M decided to pursue this industry is because the world that these organizations impact is our world as well. And there's potential to aid in this impact through quality branding materials.
You may be wondering why the emphasis on quality branding for a non-profit organization. Does it really make that big of a difference? In my opinion, a wholehearted yes.
I think that there are 3 main facets that determine the success of a non-profit organization, all of which are directly tied to its branding:
Accessibility
Your goal must appear reachable. In order to get people passionate about a cause, they have to feel as though their contribution (whether that be service-oriented or financial) can make an impact.
Parallel Connectivity
There has to be a common ground between those serving and those in need. For (hypothetical) example, the cost of 1 latte a week is the same as the mosquito netting that will save a family from the threat of malaria. The value has now been put into terms that every iPhone-toting college kid in the US. Which adds to the overall potential impact as well. Presenting this way may initiate a stronger large-donor base as well.
Organizations like Mocha Club and OneDaysWages have become very successful using parallel connectivity.
Strong Visual Message
Like it or not, my generation (25-35) and the one following us (19-24) make a lot of assumptions based on the overall look of a product or service. This goes for causes, too. Look at Blood:Water Mission, charitywater, and TOMS. Incredible design aesthetic and incredibly successful in penetrating the markets mentioned above. They're taken seriously because they look serious.
Even in a struggling economy Target and Apple continue to advertise. There's no compromise when it comes to quality either. It should be the same for non-profit organizations.
You need to figure out what is your 'thing'. What's your voice? What sets you apart from all the other causes? Why should people give to you? Ultimately, it's not about you competing with other causes, but you're passionate about something in particular and want to make an impact.
