Case Study: Find the Joy

Assignment: Create images and social media content to fundraise for a school for girls in India.

Fundraising is probably the most important action that an NGO does besides its programming. Without it they can’t achieve their goals. High quality storytelling is the most effective way to inspire people to create interest and donate.

The Rajkumari Ratnavati Girl's School housed in a spectacular oval building built in the desert outside Jaisalmer, Rajasthan India. The school is to provide education for girls and which is often not available for them due to many reasons in this remote region of India. This school was founded through great effort by an NGO named Citta. Citta is a small but highly effective NGO in India and Nepal working with marginalized communities on education and healthcare access.

I was to create images to create interest in their work in the school as well to create materials they can use in fundraising. Such as emails, social media, articles, and images to show at fundraisers. It was left to me how to decide how to create this content for them. I saw that they had plenty of great images of the school and most of the content they had was focused on this. I decided to focus on the children. After all, this is the whole point of the school. Its not just education they provide, its community building, belonging, future opportunity, and self confidence. I also wanted to show a bit of what their living conditions are. Not to elicit pity, but compassion and admiration that the children have such a thirst for what the school offers. I needed to amplify this in the images. For potential donors would connect more to beautiful images of the children in action rather than pretty pictures of a building.

I always think the human connection is the best way to communicate empathy, emotions, and ideas.

Just look at the joy on these girls faces and the modest economic circumstances they live in. This tells you all you need to know about what they are getting.

Maybe you are inspired and want to donate? Here is a link for that.