Mujeres Latinas en Acción (non-profit) focuses on empowering women trapped by domestic violence. However, to carry out its mission, it relies heavily on donations. By providing a useful tool to our current donation base, the goal was to increase the frequency, and ultimately the quantity, of donations throughout the year.

We set out to invite consumers to end the cycle of domestic violence by creating change with their change. We wanted the change to be consistent, not a one time act, so we challenged the consumer to commit to creating “Change” for a whole year.

MLA’s #1 business goal was to bring in as many donations as possible. This Calendar’s primary objective was to do exactly that. However it also generated daily engagement with donors, as well as owning permanent real estate on our donor’s wall- reminding them of MLA and getting them more engaged with the organization- be it through donations or volunteering their services as well.

A calendar is a typical gift to start the year. However, a calendar that reminds donors of donating every month is a much more engaging way of asking for help year-round.

We leveraged a year round piece that is used everyday: The Calendar.

With the Calendar, we invited people to “make a change with your change” by creating an interactive and engaging piece that gets people to put their loose change to good use. Each day of the month you add spare change to the calendar. Once a month is complete, each calendar page transforms into an envelope to submit your monthly contribution and help MLA throughout the year.

Once fully complete, each calendar brings in about $55 to Mujeres Latinas by the end of the year.

We gave a total of 250 calendars to key targeted donors equivalent to an annual donation of US $13,750. However so far, donors have been sending not only the coins but also checks and cash along with the monthly envelopes. The response so far has been more than the originally expected monthly donation.