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THE CARTER CENTER

Guided by the principles of former President Jimmy Carter and First Lady Rosalynn Carter, The Carter Center aims to alleviate suffering through measured humanitarian efforts around the world.

Vert was asked to manage their annual end-of-year donation campaign on Facebook.

As strategy lead and copywriter for this client, I developed concepts for this campaign that focused on two key ideas: highlighting the specific value The Carter Carter brings to the world through their initiatives and empowering potential donors through emotional impact to “do their part.”

The campaign ran for 34 days — and it became the most successful online donation campaign in the organization’s history.

190% YoY growth in year-end giving for 2020 (compared to 2019)
1,170 individual donations driven from ads in 34 days
2,945% ROAS (return on ad spend)

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Role: Content Strategist, Copywriter
Design: Mallory Keeler
Media: Shea Hill
Software: Invision, Facebook Creative Hub
Year: 2017-2019