---
title: The Jane Goodall Institute case study · simbolik
description: "The Jane Goodall Institute South Africa: I led the marketing team and did the design and digital work behind its campaigns. +20% donation income, +25% website traffic, +30% social engagement, +15% email open rates."
project: The Jane Goodall Institute
statement: Donations rose 20%, because the plan was built to raise them.
meta:
  - Project · 04
  - The Jane Goodall Institute South Africa
  - Design & Brand Systems
  - 2017-2024
stats:
  - value: +20%
    label: Donation income
  - value: +25%
    label: Website traffic
  - value: +30%
    label: Social media engagement
  - value: +15%
    label: Email open rates
image:
  src: images/work/simbolik-project-full-preview-jane-goodall-institute.webp
  alt: The Jane Goodall Institute South Africa logo beside a chimpanzee running through tall grass.
gallery:
  - src: images/work/chimpeden-gallery-image-1.webp
    alt: "A Chimp Eden birthday post for Dr. Jane Goodall: her photo with a chimpanzee, on green."
  - src: images/work/chimpeden-gallery-image-2.webp
    alt: Twelve photos of chimpanzees at the Chimp Eden sanctuary, framed for social media.
  - src: images/work/chimpeden-gallery-image-3.webp
    alt: Four Giving Day for Apes stories for Chimp Eden, asking followers what $10 can do.
next:
  href: project-torus.html
service: service-design
cta:
  title: Is your design judged by a number?
  lede: Design and the campaigns it serves, from one person. Bring the goal you're measured on.
  drawing: metric
---

# The 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.

## 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.