We’re incredibly grateful for you and your team for ushering us gently and thoughtfully through the branding and messaging process and creating a website that helped us raise $2 million more this year than last year.
We helped Season of Sharing Fund evolve its legacy brand to inspire a new generation of Bay Area donors, uniting neighbors to provide life-changing support in times of crisis.
The Chronicle Season of Sharing Fund, a 40-year-old nonprofits provides critical assistance to Bay Area residents striving to overcome unexpected crisis so they move forward while staying housed and keeping food on the table.
And they were expanding their mission in a big way: from an historical focus on families to anyone over 18 in crisis. This would require more funds to meet the growing need.
Their name, brand, and funding base were tied to longtime sponsor San Francisco Chronicle, whose readers had faithfully donated during the holiday season each year for 40 years. Add to their good fortune, all operations costs are covered through the generosity of The Evelyn & Walter Haas, Jr. Fund, ensuring that all donations go straight to programs for people in crisis.
Yet with an aging donor base and expanded mission The Chronicle Season of Sharing Fund needed to broaden its appeal to a new generation of donors, while inspiring longtime donors to remain ever loyal.
The Fund makes sure every donation helps people in need stop the downward spiral that can come from just one unexpected financial crisis, and they know how to provide life-changing support when it’s needed most.
There is a crowded sea of nonprofits providing food, shelter, and services to individuals and families. To stand out, the Chronicle Season of Sharing Fund would need to carve out a unique position in the landscape of other excellent organizations.
As we explored what makes them special it all came down to the unique ethos of generosity
and giving in the Bay Area. What could donors of every generation feel about themselves when supporting the Fund? That their gift is a badge of belonging—people who truly understand the
spirit of the Bay Area give to the Chronicle
Season of Sharing Fund.
An unexpected crisis is no match for the soul of the Bay Area. Instead of feeling hopeless in the face of regional problems,
I feel optimistic knowing I’m part of a generous, caring community that represents the very best of the Bay Area.
We’re incredibly grateful for you and your team for ushering us gently and thoughtfully through the branding and messaging process and creating a website that helped us raise $2 million more this year than last year.
Kevin Swanson
To help bring this brand positioning to life we recommended a new name: Season of Sharing Fund to be more appealing and inclusive of all types of donors, and the inviting tagline: Neighbors Help Neighbors. A new visual identity and key messages, along with a warm, inspiring, and responsive website helped launch their expanded mission to a new generation of generous Bay Area neighbors.
“We’re incredibly grateful for you and your team for ushering us gently and thoughtfully through the branding and messaging process and creating a brand and website that we are proud to share and boldly talk about.”
Kevin Swanson as Executive Director, Season of Sharing Fund
