AlNahda is a non profit organisation dedicated to the social and economic empowerment of women in KSA. Throughout its journey, Alnahda has developed various capacity building projects designed to fit the needs of the beneficiaries allowing them to take their own decisions as well as lead in their lives and communities.

Amidst the pandemic, NGOs recognized the impact of having access to the internet and to proper devices as not only a necessity but as part of basic human needs! Consequently and before the start of the new academic year in 2021, AlNahda wanted to launch a fundraising campaign aimed towards providing students with logistical support including access to technology, academic support and financing.
Campaign Strategy
We believe that nothing conveys a message better than storytelling. As such, the implementation of the digital campaign took place on a variety of platforms including Instagram, Twitter, Snapchat, Youtube and a newsletter. In the early phases of the campaign, we developed a series of illustrations with an aim to tell the stories of the beneficiaries and their struggles in receiving quality education, ensuring that the messaging is relevant to the target audience in Saudi Arabia.

The videos were recorded by actual beneficiaries (students and mothers) who expressed their dreams and what it takes to achieve them. For example, one illustrated video featured a girl who is passionate about programming and dreams of becoming a freelance web-developer and is in need of support to acquire the needed qualifications. In total, six videos were animated reflecting six different personas creating empathy for the beneficiaries’ needs and nudging advocates to donate for them through call to action. These stories served as a revealer for the campaign’s title (Back To School).
At a later phase of the campaign, we emphasized the call to action further by sharing the exact needs of the beneficiaries in numbers. We developed ‘donation categories’ that outlined the cost of particular items to help the target audience identify the amount of their contributions and for which exact purposes. For example, we noted the cost of transportation or a laptop and the donation goal for each of these categories. A donation meter highlighted the progress made towards reaching the final goals for each category.
The campaign targeted the general public, with a focus on cause enthusiasts and supporters of AlNahda’s mission.
Campaign Identity
The visual identity of the campaign was inspired by the primary colors of different projects developed by AlNahda, red, blue, and yellow, and directly related to and influenced by the campaign; Forsa (Career Education) and Thaber (Financial & Social Support) . We coupled them with other secondary colors, one of which revisits the iconic red of Al-Nahda in a new light. The secondary color inspiration represents a hopeful, bright path. The colors are fresh and vibrant to echo well with the topic of the campaign “Back to School”, along with modest tones to ground it and allow us to appeal to a mature audience.
The illustrations designed in the first phase of the campaign were inspired by the stories of the beneficiaries (students). As such, we used real characters, with real struggles and added a voice over element to each video in order to trigger curiosity and ultimately action through donations.
Media Plan
A media plan has been developed in order to reach the donations target and increase awareness to the target audience.
A total of $5,870 was spent across different platforms generating different metrics;
- Instagram Ads: reached a total of 1,408,400 impressions with 4,560 donations page clicks, 21,150 video views, and 7,829 post engagement.
- Youtube Ads: reached 524,207 impressions with 5,517 donations page clicks
- Snapchat Ads: reached 136,332 impressions with 1,079 swipe ups to donations page
The campaign wrapped up with special messages from the beneficiaries’ families and influencers in Saudi Arabia to thank advocates for their donations, which helped AlNahda fundraise around 71,803 dollars.