New York Tech Big Give Campaign
New York Tech Big Give is a university-wide fundraising campaign designed to rally alumni, students, and supporters around a shared goal of giving back. I developed the visual identity and multi-channel campaign system that unified digital, print, and email communications while enabling personalized outreach to donors. The campaign introduced a cohesive brand experience and streamlined donation pathways, helping the university drive engagement and contributions within a short fundraising window.
Client
New York Tech Office of Alumni & Development
Art Director
Diego Rios (2019)
Erica Pennant
(2020–2021)
PROBLEM
Donation opportunities were fragmented across platforms, with no centralized campaign identity.
The existing donation experience lacked a clear, real-time way for supporters to track fundraising progress.
Navigation and messaging across campaign materials were inconsistent and confusing.
The campaign lacked a recognizable visual identity that could unify communications across web, email, print, and social channels.
Outreach to potential donors relied on manual processes without personalization or scalable variable data systems.
Colleagues
Joe Boccagno — Email Marketing & Web Lead
Deliverables
Visual Identity System
Email Marketing Assets
Web Campaign Graphics
Printed Campaign Collateral
Variable Data Print System
Social Media Assets
Campaign Storytelling & Messaging
Merchandise & Environmental Graphics
PROCESS
Collaborated with the Office of Alumni & Development to understand campaign goals, donor audiences, and fundraising benchmarks.
Audited existing campaign materials and digital touchpoints to identify inconsistencies in messaging and navigation.
Developed a cohesive visual identity system that could scale across digital platforms, email marketing, and print collateral.
Designed web and email campaign assets to support the online donation experience.
Implemented personalized outreach through variable data printing to create tailored messages for donor segments.
Worked closely with the email marketing and web team to ensure brand consistency and campaign visibility across platforms.
SOLUTION
Designed the Big Give campaign logo and identity system, establishing a recognizable visual language used across all materials.
Created a hand-and-heart icon symbolizing generosity and community impact.
Designed digital assets for the campaign website to support online donations and progress visibility.
Produced a suite of marketing collateral including postcards, posters, lawn signs, solicitation letters, and social media graphics.
Developed personalized donor communications using variable data printing to increase engagement and relevance.
RESULTS
The 2020 campaign raised $218,000 from more than 940 donors in under two days, doubling the fundraising goal.
The campaign outperformed competing fundraising initiatives during the same period.
The visual identity and campaign system proved scalable and effective, continuing to be used for the annual Big Give campaign as of 2026.
Personalized donor outreach improved engagement and strengthened alumni participation in the campaign.
