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Marketing is critical to the success of non-profit organizations in advancing their mission. A holistic marketing and communications strategy and quality tools will help any organization connect with prospects and strengthen connections in the community. An organization’s website or logo is a first look into who they are, what they do, and how they are perceived in the community. It is also how non-profits stay connected and create new ways to make the world around us better and more meaningful.
Every year, Capacity Canada invites non-profit organizations from across Canada to apply to participate in Creative Day for Social Good (CD4SG). Around 100 students pursuing Public Relations and Graphic Design from Conestoga College team up with industry professionals to create free-of-cost marketing tools for participating charitable non-profits. This year, 11 non-profits were selected from across the country to be part of CD4SG. The various marketing tools created by the teams were presented on October 21.
The annual event, in partnership with Intertek Catalyst, Conestoga College, Manulife, HIM&HER, and the creative community, is an excellent opportunity for organizations with small to no marketing budgets to receive valuable design and marketing tools for no cost. It has made it possible for charitable non-profits to access professional resources to build their brand and have a more significant social impact. The teams together produced more than $100,000 of pro bono work!
Education 4 Change
“For us, the main challenge is financial constraints. All the money we raise goes to pay for our programs. We have very little money for overhead costs and marketing, said Chandra Hunter, President, Education 4 Change. “We desperately needed to update our logo and improve our social media presence, but we could not afford to pay for those services.”
Education 4 Change was one of the 11 organizations selected to be part of CD4SG this year. The team of students created a new logo for the non-profit along with a new brand guide. “We will transition to the new logo and brand guide starting 2023,” added Chandra.
National Service Dogs
“With such a small staff team (20 people), we are always short on time, and it can be difficult to execute larger design projects. CD4SG was able to create amazing work that would have taken our team weeks to create in just one day,” stated Emma Bluhm, National Service Dogs (NSD). Emma added she was happy with the final product created by the students. “We were looking to create a unique logo and brand elements for one of our signature fundraising events, the Easter Egg Hunt for Dogs. The students did a great job, and we are happy and satisfied with the final product. We will be using it next year.”
As part of the program, the team of students created the official event logo for NSD’s event, business cards, posters, postcards, tote bag and t-shirt design, and animation.
National Service Dogs is a mental health service provider specializing in the training and placement of Service Dogs for Autism and PTSD, CAI Dogs and Skilled Companion Dogs to Canadians in need at no cost. In addition, NSD advocates for better Service Dog legislation and works to educate the public about the importance of Service, Facility and Skilled Companion Dogs.
Shelter Movers Waterloo Region
Looking to raise awareness about their organization, Akanksha Krishnan, Marketing & Communications Manager, Shelter Movers Waterloo Region, applied to be part of CD4SG. “We are eager to use the social media materials created by the students to raise awareness,” she said. The organization plans to use the newly developed materials as templates for future posts, which will save the team valuable time.
“We are planning to use the social media materials very shortly for the 16 Days of Activism Campaign – which is an international campaign that calls for the elimination of Gender Based Violence,” Akanksha added.
Shelter Movers is a national, volunteer-powered charitable organization providing moving and storage services at no cost to women and children fleeing abuse.
Students gain real-life experience
Creative Day For Social Good is not just a program that benefits non-profit organizations. It ensures students who participate in the event are ready to take on the world with real-life experience, good connections, and a professional portfolio.
“It gives students the perfect opportunity to apply the knowledge they have gained while pursuing their degree. The result is a professional product that non-profits are going to use for several years,” says Matt Miller, Executive-In-Residence, Capacity Canada.
Alexandra Eriksen, student, Conestoga College, was part of the group that created a brand guide for National Service Dogs for their fundraising event. This is the second year she has participated in the creative event. “My experience this year was definitely better than last year because a majority of our group was able to meet in person. I learned better how to work in a group and communicate as a group both in person and online,” stated Alexandra Eriksen, student Conestoga College. Alexandra says her biggest takeaway is the connections she has made. “I have made new connections in the industry by participating in the event.”
CD4SG gives students a clear picture of what life in the workplace would look like. Understand the importance of deadlines, and gain life skills to cope with uncertain circumstances in the workplace.
“I think being able to help our community so profoundly is incredible. The participating non-profit organizations are getting quality products while students like me are building our portfolio. It’s such a unique opportunity,” said Emily Wettlaufer, PR student, Conestoga College.
In the past, Creative Day for Social Good has also led to several job opportunities for participating students. Tatjana Dudas, a graphic design student who participated in CD4SG in 2020 and 2021 was offered her first freelancing opportunity through CDGSG.
The following organizations participated in CD4SG:
- Action Read Community Literacy Centre
- Hospice of Waterloo Region
- National Service Dogs
- Education 4 Change
- Shelter Movers Waterloo Region
- Construct
- Helping Hands
- Cambridge Community Players
- Waterloo Region Suicide Prevention Council
- Early Childhood Professional Resource Centre
- Saving Animals from Euthanasia (SAFE) Team
Learn more about Creative Day for Social Good here.
