Holiday Gift Catalog

Project Background

International Justice Mission’s holiday gift catalog was a popular item with donors. However, the catalog did not align with industry best practices: cluttered with long-form survivor stories and an abundance of products, many of which were poorly performing. Given the uniqueness of this fundraising offering and the need to drive giving in the fourth quarter, we believe that redesigning the catalog would increase revenue.

In advance of project kickoff, I requested an analysis of gift catalog purchase history to learn which products were bought most frequently, and which produced the most overall revenue. This allowed us to position the best selling products in the catalog and build the storytelling around them with clear visual hierarchies, action-oriented field photography, and impact-focused descriptions. The survivor stories I chose for the catalog had strong quotes, emotive photos, and an appropriate blend of need and hope, best suited for Christmastime.

Selected Content

All pages can be made available on request.