KIN

Give Where You Live

Charming, Creative, Essential, Impactful, Fun

Best Use of Animation or Motion Graphics / Nominee

KIN

Best Use of Animation or Motion Graphics

Nominee

Shift charitable giving behavior to several times a year with a focus on local nonprofits. Kwame Taylor-Hayford, Co-Founder

Q: Can you briefly describe your project and the concept behind it?

A: Give Where You Live is an initiative designed to drum up interest, visibility, and donations for small, local nonprofits. With an integrated campaign that included an animated anthem film, a website that doubled as a recommendation engine, and a partnership with the NFL, we started a movement that drove generosity, donations, and community pride.

Q: Once you settled on your idea, what influenced your decision on the chosen technical approach? How did it differ or go beyond approaches you’ve taken in the past?

A: The website brought people into a world of creative craft and charm, drawing attention to the importance of local philanthropy. Our message had to be engaging and optimistic, so we developed a delightful, animated world populated with hand-drawn characters and original music to invite everybody in. We created a modular narrative structure to bookend bespoke, location-specific stories with graphic campaign elements that traveled across cities.

Q: What were some of your biggest learning and takeaways from this project?

A: It was critical to support our anthem film with an interactive website, expanding on the animated visual world of Give Where You Live. The site served as a functional utility, a local recommendation engine and digital directory for local nonprofits, helping visitors discover (and support) the good in their neighborhood.

Q: What web technologies, approaches, tools, or resources did you use to develop this experience (WordPress, headless, AI, Sublime Text, HTML5, Adobe XD, etc)?

A: The site was developed using a custom react web application next.js app for dynamic SEO capabilities and a Mailchimp compatible stack of Gatsby, Contentful, and Netlify.

Q: How did the final product meet or exceed your expectations? What results did you see?

A: Participating nonprofits saw significant increases in new donors and total donations. Key highlights include: Open Buffalo saw +181% in year over year (YoY) donations. La Casa. Norte saw +199% in YoY donations. Climate Resolve saw +149% in YoY donations. Primo Center saw +70% in YoY donations. Buffalo String Works saw +66% increase in YoY donations. ATL Collective saw +34% in YoY donations. Neighborhood Bike Works saw +26% in YoY.