A young girl with short hair and earrings, wearing a white sleeveless top, sitting against a neutral background with a basket in front of her, and the logo of ActionAid with the text "Changing the world with women and girls".

ActionAid

Impact looks like… dignity sustained.

ActionAid
An international charity working with women and girls to challenge poverty, injustice, and inequality worldwide.

What they asked
To encourage long-term support for global programmes without simplifying complex issues or overwhelming supporters.

What we did
Designed donor and legacy communications that clarified complex narratives, strengthened trust, and supported sustained giving, without resorting to shock or sentimentality.

Two printed letters or flyers from ActionAid, with red and white branding, featuring a woman's face, smiling, and promoting education and support for girls' empowerment, placed on a wooden surface.
A magazine on a red wooden surface featuring a young girl resting her head and arms on a tree trunk. The magazine covers topics related to empowering girls through education, with a headline that reads 'How a gift in your Will could change girls' liv
Open magazine featuring a young girl with short hair, wearing a black top and a colorful skirt, standing indoors next to a wooden pole. Opposite page has a red background with white text highlighting a story about a girl named Jane from Mombasa, Keny
Open booklet with a timeline highlighting 50 years of work with women and girls, marked from 1972 to 2022, with icons and brief descriptions for key events.

“Keeping supporters engaged ensures dignity is sustained for the communities ActionAid serves…”

Campaign deliverables

  • Personalised letters and donation forms highlighting project outcomes

  • Newsletters sharing stories from communities that donors support

  • Data-driven segmentation so donors received packs tailored to their donation or legacy giving

  • Uplift piece featuring a story from a donor

  • Print assets aligned with ActionAid’s international brand


The Outcome

Communications that strengthened trust with supporters and kept them engaged, showing the real impact of their contributions. Keeping supporters engaged ensures dignity is sustained for the communities ActionAid serves, while fostering long-term commitment to the charity’s global mission.

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