challenge
Build emotional connection without turning people into causes
We needed to tell a different kind of story. Too often, nonprofits frame residents through a lens of need, relying on pity to inspire donations. We knew there was a better way — a way to tell stories that honored the strength, individuality, and humanity of the people at the heart of our mission while still inspiring generosity. Our goal was to build a deeper, more authentic connection with our supporters.
strategy
Real voices to spark empathy and action
"People of Mercy" started as a yearlong storytelling campaign that put residents at the center of the narrative. Every other month, we unveiled a new chapter of a person's story, mixing lighthearted moments with deeper reflections to show a full, complex individual. We connected these stories directly to fundraising by tailoring donation asks to what each person said they cared about. The campaign culminated in a signature fundraising event where residents were honored on stage and invited to share their stories firsthand, directly before the final paddle raise.
key takeaways
Empathy without pity. Storytelling with results.
We proved that dignity and effectiveness don't have to compete. By centering real people over polished messaging, "People of Mercy" built authentic emotional connections that led to a record-setting fundraising night. This campaign raised the bar and is a powerful reminder that the best stories are the most human ones.