Giving Funds

A Giving Fund is your personal donor-advised fund (DAF). It’s a simple, powerful way to plan and manage your charitable giving—whether you want to support nonprofits, schools, or crisis relief efforts. You can give to causes that matter to you, all while keeping your giving organized and growing over time.

This Webby Award-winning campaign is an ongoing company-wide project that continues to evolve, grow, and help people make a bigger impact on the nonprofits they care about.

 

Focus: Campaign Branding, Product Launch

Deliverables: Landing Pages, Digital Advertisement, Print Advertisement, Social Media, Event Branding

Client: GoFundMe

 
 

Change the Way You DAF

Giving Funds launched in early 2025 as a new product offering from GoFundMe. My challenge was introducing a completely new product to donors who had never considered donor-advised funds. We developed a scalable campaign system that educated audiences, built trust, and introduced Giving Funds consistently across every touchpoint—from paid media and landing pages to conferences, airport activations, and lifecycle marketing.

With 8K+ funded accounts and $3.2M+ in contributions, Giving Funds is philanthropy for everyone.

 
 
 

Paid Ads Campaign

I designed nearly 200 paid advertisements to test messaging, creative directions, and audience segments during the product launch. The campaign spanned Reddit, Performance Max, social media, and other digital channels, helping the team test messaging and audience strategies at scale.

 
 
 
 

DAF Summit Event

The DAF Giving Summit convenes leaders across philanthropy, wealth management, and the nonprofit sector for three days of ideas, connection, and collaboration. By creating an engaging, hands-on experience for attendees, our team introduced Giving Funds to key audiences and helped make it one of the most talked-about products at the event.

 
 
 
 
 

JSX Terminal Campaign

The team brought Giving Funds to the JSX Terminal in Oakland to experiment with reaching a tech-savvy audience that wants a smarter, easier way to give, especially during tax season. From a variety of posters and looping animated videos spread throughout the terminal to custom postcards placed on each airplane seat, this campaign drove an estimated +20.78% lift in daily users in the Bay Area.

 
 
 
 

Team Roles

  • Jannah Maling, Designer II

  • Jon Reine, Lead Copywriter

  • Brian Freitag, Video Editor

  • Maren Escovedo, Lead Motion Designer

  • Beau McCombs, Freelance Motion Designer

  • Irene Haswell, Associate Creative Director

  • Dave Carlson, Senior Director, Marketing & Creative Studio

  • Julia Pepe, Associate Director, Production and Project Management

 
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Collaborative 2026