How Might We Increase the Awareness of CicLAvia’s Monthly Donors, Street Star?
CicLAvia’s Fundraising Poster
An engaging poster that sparks awareness of CicLAvia’s monthly donation program and sponsorship opportunities.
Role
Project Manager, Field Research, User Interviews, Video Editing
Year
September 2022 — December 2022 (16 weeks)
Collabolators
Jiashi Bali, Mathias Moslehi, Jonathan Gomez
CicLAvia is a non-profit that catalyzes vibrant public spaces, active transportation, and good health through car-free streets. CicLAvia temporarily closes streets to car traffic and opens them to Angelenos to use as a public park.
The Problems
CicLAvia Events= Free
Making Car-Free Streets = NOT Free
80% of CicLAvia participants are not aware of CicLAvia’s donation opportunities or its monthly donations program, the Street Star Program, although 80% of participants say they are happy to contribute their time or money if they were aware of the opportunity.
How Might We Increase the awareness of CicLAvia’s Monthly Donors, Street Star?
Interview with Subject Matter Experts
Meisha Rainman
CicLAvia | Chief Impact Officer
“…having people commit to a monthly donation is the most valuable thing”
Michael Fleming
David Bohnett Foundation | Executive Director
“Sometimes you just have to ask hard questions which is like ‘how can you be supportive of the work that CicLAvia does’ ”
Jonathan Sharp
Designing in Color | Architect
"The amazing thing about the partnership is coles relationship and the trust you build"
Key Insights
A one-time donation at the event is labor intensive and doesn’t make them whole a lot of money. Therefore, a non-labor-intensive product that strongly builds relationships among supporters and increases monthly donors is our target.
Internal Research
Solution
We conducted a Guided Poster campaign on the December 4th CicLAvia event with two designs. One of the posters has the tagline “CicLAvia would love your two cents”, which is a wordplay on asking for donations and feedback with an added layer of engagement, in which we offer post-it notes that allows participants to write their “two cents” about the event. The other one directs the user to CicLAvia’s Street Star Program. Event participants will see the poster, scan it, and thus increase the awareness of monthly donors.
