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Advocates for Community Transformation
Act For Justice is a Christian non-profit in Dallas, Texas. They partner with top-ranked law firms to come alongside inner-city residents and work to reduce crime on their street. So far, Act has reduced crime by 50% in each of their target neighborhoods, but the advocacy within current donors is low. The objective was to create a campaign that would motivate current donors to attract and educate new donors, equipping them with resources needed to share Act’s story.
THE BIG IDEA
LIGHT THE WAY
In order to spread the word about Act to inner city residents, we are using lanterns to symbolize that Act is shining a light on drug crime and prostitution. Lanterns are a physical representation of Act’s mission as an organization: to be a light in the midst of darkness. As a faith-based organization subsequently working to share the hope of the gospel in these neighborhoods, it is also important to tie in how lanterns connect to Act’s beliefs. Matthew 5:13–16 says, “You are the light of the world. A town built on a hill cannot be hidden. Neither do people light a lamp and put it under a bowl. Instead they put it on its stand, and it gives light to everyone in the house. In the same way, let your light shine before others, that they may see your good deeds and glorify your Father in heaven.” At the time of this passage (1 Cent. A.D.), lanterns were the new era of light and oil was incredibly expensive. Because of this, families typically only owned one lantern, so they would put it in the center of the room as to emit the most amount of light. As Jesus tells these people that they are “the light of the world”, he is saying they are placed in their families, friendships, and communities so that they can be a light to others.
DONOR BOX
When a donor signs up for a continuous donation plan, or whose single donation exceeds $50, they will receive a Light The Way box. The lanterns give current donors a way to advocate for Act by placing them on display outside of their own homes. When on display, they will serve as a reminder to the home owners that they are a part of changing their community.
PHASE TWO
OPEN HOUSE
Tier 1
Current donors will volunteer to host an Act sponsored open house at their own home. The host will invite friends and neighbors to the event. Through the donor’s personal connections, they can advocate for the organization in a social yet intimate and comfortable environment
Tier 2
For every periodic donation check-point (4th, 8th, 12th, etc.) the donor will be invited to a small, intimate open house hosted by Act.
Tier 3
Donors will be invited to participate in revamp projects throughout Dallas. The work that Act does is high security, so this is a way to give donors a hands on experience while still protecting the privacy of the people Act works with.
Phase Three
GUERILLA MKTG
Branded Act lanterns will be hung throughout common gathering areas of Dallas. They will be branded with Act’s logo, a QR code, and the hashtag #ACTLightsTheWay. The QR code will direct the bystander to a specific story related to the neighborhood the lantern was placed in. Upon scanning the QR code, unsuspecting residents will understand Act’s mission and feel a strong, personal connection to the organization.
WEB Extension
INTERACTIVE MAP
Why a Map?
This live 3D map is an interactive way to connect donors to each other and allow them to see how close they really live to the issues that Act is working to rectify. The goal of this extension is to establish a sense of community between the donors, allowing them to take ownership in their part of the Act mission.
Campaign Connection
Through a login portal on the Act website, donors are able to access and add to this map. Each donor can securely add their address, dropping a pin (or in this case, a lantern symbol) on the location. As other donors log on, they can see who around their own neighborhood is also involved with Act.
