New Branding and Positioning
Client: Miracle for Africa
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.
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:
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.