The Giving Pledge

Client: Bill & Melinda Gates Foundation

The Giving Pledge is an effort to help address society’s most pressing problems by inviting the world’s wealthiest individuals and families to commit more than half of their wealth to philanthropy or charitable causes either during their lifetime or in their will.

Our team’s challenge was to create an impactful evergreen and modular direct-mail package that will be shared with invitees of The Giving Pledge either strongly considering joining the pledge or soon after they have made their commitment.

Timeline: June – October (4 months)
Role: Creative Director

Direct-mail package prototype

Our modular packaging system was specifically designed to deliver a welcoming brand experience with enough flexibility for administrators to craft per-person combinations of information about The Giving Pledge – ultimately aiding recipients to complete their pledge letter.