Using animation to tell powerful stories and inspire monthly donations
The animated campaign extended beyond a single fundraising moment. The story and illustrations were used across social, email and Mercy Home’s donation experience, helping grow the organization’s monthly donor base and build longer-term supporter relationships.
Using animation, Mercy Home's campaign transformed the real stories of children they support into powerful narratives told in their own words. Collaborating with Grassriots and Intents and Purposes, this strategic animation-based storytelling approach connected donors to the children’s experiences, helping convert one-time donors into loyal monthly supporters.
Through discovery, we learned that converting one-time donors to recurring monthly donors meant establishing a meaningful and unprecedented connection between donor and beneficiary - a particularly challenging task when children's privacy is paramount.
Three children’s voices were featured in the animated stories, each represented by a different brand color. As each child’s story unfolds, the colors merge, visually representing Mercy Home as the unifying force.
This creative use of color and animation maintained the children's privacy and underscored the theme of unity and support, making the narrative more powerful and engaging.
With illustrations and scenes repurposed across social media, email campaigns, and the donation landing page, we ensured consistent messaging and scaled the campaign’s emotional impact to reach a broader audience.
