Passion project. Tests the Simbolik Design System under dense data.
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Next caseThe Jane Goodall Institute. +20% donation income.
At The Jane Goodall Institute South Africa, I led the marketing team and did the design and digital work behind its campaigns. The institute had no Instagram, so I started one and grew it past 50,000 followers.
- Donation income
- +20%
- Website traffic
- +25%
- Social media engagement
- +30%
- Email open rates
- +15%
Design, measured in donations.
The problem
- Donation income that had to grow, with no plan yet for the channels that could grow it
- Social media in use, but not as a plan that brought in money
- No Instagram account at all
- Email going out without the engagement to justify it
The fix
- An Instagram account, started from nothing and grown past 50,000 followers
- The Facebook page, with 190,000 followers, run alongside it
- A social media plan built around revenue, and donation campaigns run on both accounts and by email
- The email marketing rebuilt for engagement: open rates up 15%, donations from email up 5%
- Digital branding materials for the institute and its campaigns
- New software and simpler processes for the team
The campaigns.
Posts and stories for Chimp Eden, the institute's chimpanzee sanctuary.
Donations rose 20%, because the plan was built to raise them.
Is your design judged by a number?
Design and the campaigns it serves, from one person. Bring the goal you're measured on.
This work is part of Design & Brand Systems.