CityKidz

One of my strongest skills is creating compelling direct mailing pieces that reach their goals. As part of the CityKidz fundraising plan, each year we create 4 direct mailing campaigns. This particular campaign is their biggest since it runs in the fall for their Christmas fundraising.

This year we decided to run a Predictive Eye Tracking test which predicts the outcome of eye tracking based on generated data and AI algorithms. Basically, it will identify the flow of human attention through our direct mailing pieces, specifically our appeal letters.

Based on that information, I implemented couple of changes. I removed CityKidz’s mailing information and replaced it with a strong call to action. Then added our main graphic of a child with a QR code. Finally I created a section that shows our donors what their donations would contribute. See the image comparison below to see all the changes I made after running the Eye Tracking test. By implementing these changes we were able to acquire 75 new donors.

Role:
Graphic Designer

Date:
Fall 2022

CityKidz

As part of CityKidz fundraising initiatives, the first appeal of the year revolves around its food appeal. Since we’ve implemented changes from the Eye Tracking Test that were performed in the fall of 2022, we have noticed an increase in donations.

With all our appeals, I design the appeal letterhead, envelope, BRD (donation slip), return envelope, print/digital ads, and web pages (landing, donation, thank you). I am also in charge of testing our donation forms, implementing metadata, refurl links, troubleshoot any online transactions and more.

Role:
Graphic Designer

Date:
Winter 2023

Landing Page:
citykidz.ca/share-a-meal/