International Rescue Committee (IRC)
Founded in 1933 at the request of Albert Einstein and at work today in over 40 countries and 22 U.S. cities, the International Rescue Committee (IRC) responds to the world’s worst humanitarian crises and helps people to survive and rebuild their lives. Though IRC is one of the largest NGO’s in the world and their work is essential for hundreds of thousands around the world, one of their challenges was that their primary donor base was aging and they faced the challenge of connecting with younger members.
My team was engaged to solve that problem by evolving the “GenR” (Generation Rescue) initiative. This included developing the GenR brand identity (a sub-brand that would be tasked with engaging younger members) and strategy, designing digital and print marketing assets, and producing experiential design and event materials for the annual GenR fundraiser. The result was an increase in annual membership and a portfolio of powerful assets that serves as a template for future GenR campaigns, fundraisers, and events around the world to ensure IRC’s viability for future generations.