When Downtown Community Ministry (DCM) set out to launch its Winter Appeal, the goal was clear: raise awareness of the increasing number of people sleeping rough in Wellington and generate vital support for Crisis Accommodation services.
With extensive experience delivering fundraising campaigns, our sister company Orangebox was engaged to bring the appeal to life and approached our Redspot team to develop the campaign’s creative direction and visual identity.
Working in tandem, we created a multi-channel campaign that included a direct mail appeal, email marketing, digital advertising, physical advertising such as billboards and posters, and social media posts, ensuring supporters experienced a consistent message wherever they encountered it.
The result was a campaign that, happily, surpassed expectations. More than 600 nights of shelter were funded, and 140 new donors were welcomed, as the campaign expanded awareness of Wellington’s rough-sleeping population.
Designing a visual identity for DCM’s Winter Appeal
Fundraising campaigns need to do more than capture attention. They need to tell a story that connects with people emotionally – and remain authentic to the organisation behind it – that creates results.
Working closely with DCM and Orangebox, we understood what DCM was trying to achieve and set out to create assets that would communicate the realities of rough sleeping while remaining hopeful and aligned with DCM’s mission to support their rough-sleeping neighbours.
The final artwork for the campaign was shaped through a layered creative process, beginning with our own concept development and drawing inspiration from a range of contemporary illustration styles. We explored different visual approaches and compositions before refining the strongest direction, adjusting forms, linework, texture, character and location-identifying details while applying the charity’s brand colours to create a cohesive and distinctive result.
The artwork was developed as a scalable system that could retain its clarity and impact across everything from a small brochure to large signage and digital platforms. The finished illustrations feel emotive, cold and lonely, evoking the isolation and hardship experienced by people sleeping rough on Wellington’s streets.
By creating a flexible visual system from the outset, we were able to develop a full suite of campaign assets that worked seamlessly together while maintaining a clear and recognisable identity.
Rolling the campaign out across direct mail, email and digital
The campaign extended across a range of channels, including direct mail, donation forms, EDMs, social media content and digital advertising.
Each touchpoint played a different role within the supporter journey, but all shared the same creative foundation. Whether someone opened an appeal letter, scrolled past a sponsored post or received an email, they were met with a consistent visual experience and message.
Alongside the creative work, Orangebox provided data cleansing, print production and direct mail services, helping ensure the campaign reached supporters efficiently and effectively.
This integrated approach allowed DCM to deliver a professional and cohesive appeal while maximising the value of every interaction with potential donors.
Results with impact: 600 nights of shelter, 140 new donors
DCM’s Winter Appeal generated an outstanding response from the community and delivered meaningful outcomes for people experiencing homelessness in Wellington.
The campaign funded more than 600 nights of emergency shelter and helped provide over 80 emergency kai parcels for people who would otherwise have been sleeping rough, on the streets or in vehicles.
It also welcomed 140 new donors, expanding DCM’s supporter base and creating new opportunities for long-term engagement.
Digital channels played an important role in the campaign’s success, with more than 70% of donations made online. DCM also experienced more than 100% growth in unique website visitors compared with the month before the appeal, alongside increased social media engagement and follower growth.
Beyond the numbers, the campaign received positive feedback from both staff and supporters.
“We had a great experience working with Orangebox and Redspot. They brought awesome ideas and creativity, were responsive and easy to work with. We received feedback from staff and donors who loved the designs.”
~ Catherine Shirley, DCM
Why this campaign worked
For us, this project demonstrates the power of combining thoughtful design with a meaningful cause. By creating a distinctive visual identity and applying it consistently across multiple channels, we helped DCM share an important message with a wider audience and inspire tangible action.
The result was more than a successful fundraising campaign. It was increased awareness, stronger community engagement and vital support for people experiencing homelessness across Wellington.
Projects like this are a reminder that great design isn’t just about aesthetics. At its best, it helps organisations tell important stories, connect with audiences and create real-world impact. Please reach out if you’d like the same 360-degree support for your next campaign.
