UNICEF Canada Gift Catalogue

Non-profit gift catalogues have become a significant source of revenue for their parent organizations. The UNICEF Canada gift catalogue had proved adequate as a fundraising tool, but there was room for improvement from a brand perspective of ownability.

In our first year of working with UNICEF Canada, we revised the look of the catalogue to correspond visually with the brand refinements we’d developed for the rest of the organization. The second year allowed for a deeper dive into the brand and communication strategy of the gift catalogue program.

An extensive period of qualitative and quantitative research across Canada gave us the opportunity to test many aspects of the calendar, resulting in a variety of learnings.

A new name ‘Survival Gifts’ resonated well with test audiences across the country, as a more open presentation of the essential nature of the lifesaving offerings inside. Cover and inside spread options, and product offerings were also tested.

The result for the second year is a newly named gift guide and program that positions UNICEF Canada more clearly about child survival. A bilingual run of two million catalogues; a set of graphic icons that work both in print and online; a simplified order form that organizes the shopping experience by colour; a communication strategy for the catalogue; and a completely integrated digital platform round out this comprehensive gift catalogue program, resulting in greater fundraising than ever before.