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

Deliverables: Web, Paid Advertisement, Digital 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. To support the launch, our team developed an integrated marketing campaign spanning paid social, landing pages, email nurture series, DAF conferences, print advertising, and a large-scale airport takeover. Together, these touchpoints helped introduce the product to new audiences and build awareness across multiple channels.

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

 
 
 

Paid Ads Campaign

I designed nearly 200 paid advertisements as part of an experimental campaign to better understand how to position and market a new product. 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 Rein, 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