New Branding and Positioning

Client: Miracle for Africa

Strategy Development

Strategy Development

Communications and Branding

Communications and Branding

Network building

Network building

Special events

Special events

Digital Services

Digital Services

Challenge

Malawi-based organization Miracle for Africa is dedicated to alleviating poverty in Malawi through health, education, and agriculture. The founders, philanthropist Mr. Y.K. Chung and Sr. Young Sim Baek, were looking to expand the organization’s network of support in the US for ambitious expansion projects focused on education, health, and agriculture.

To reach a wider audience and stand out in the crowded American philanthropic landscape, Miracle for Africa needed to distinguish itself to potential donors with improved positioning and communications. The challenge lay in synthesizing the organization’s multi-faceted program goals and projects – including major capital improvements – in a manner that would be understood quickly by an American audience, as well as received with urgency to act.

Solution

To facilitate the transformation from a private philanthropic mission to an independent nonprofit organization that extends beyond its founder, the Miracle for Africa Foundation needed a compelling mission statement, brand identity and case for support. We worked with Miracle for Africa to create a suite of materials to prepare them for breaking into the US fundraising market, including:

  • A case for support that positioned the organization for American major donors
  • A distinctive brand identity
  • An updated English-language web presence with a way to capture donations
  • A VIP event to introduce the organization’s leadership to potential donors

Results

Stay tuned for more updates on this client. We will be unveiling a new website in August and will have some events in New York City to cultivate interest amongst potential large donors as early as September.