The Challenge

In the face of the difficult fundraising landscape in Asia in 2020-2022, HER Fund shifted her focus on marketing communications and relationship building with global corporates and consumer brands.

As a regranting organisation with a long-standing history, how could we better engage institutional funders and donors, as well as young generations across digital platforms? 

The Strategy

Riding on the concept of #SheDaresToChange, HER Fund grounded a 6-moth campaign re-strategising storytelling, content, and outreach plans.

The communications campaign encompassed three big pillars: spreading awareness of gender inequality, featuring the uniqueness of feminist grant-making in Asia, and bridging the grassroots community and global/regional philanthropic leaders to advance philanthropic policy on a macro level.

Leveraging the opportunity of reshaping the brand's tone of manner, HER Fund also had a strong focus on relationship building with global networks across US, Africa and other regions.

The Outcome & Impact

• 200% organic online presence and audience growth followed by a shift in visual communications and storytelling approaches
• 80% improvement on regular content engagement follwed by a change in post design and content planning
• 45K reach rate of new audiences in a campaign launched during International Women's Day 2022
• set good foundations for <span class="text-style-link"><a href="https://thehkhub.com/interview-her-fund-gender-equality-in-hong-kong/?fbclid=IwY2xjawI8RilleHRuA2FlbQIxMQABHQRl428Pk4vsjyPpQY-DX2JfYXfwrj747h6C60omZ0S30MWsMi24PlLctA_aem_6K7j18_7Kk1iKD-ljCAviA">media interviews</a></span>, as well as collaborations with global corporates and brands
• got invited to share perspectives and experiences on charity marketing and social media planning with other charities in the region

Website design, Social media & newsletter revamp