When First United described their Buy a Brick campaign, we saw the chance to take this familiar fundraising model to exciting new places. With their $250k campaign goal surpassed, 41% of donors giving above the suggested amount, and over 600 new donors, we couldn’t be prouder of the results.
Although we’ve seen Buy a Brick capital campaigns before, First United’s was uniquely compelling. Their landmark new facility boasts a brickwork pattern designed by xʷməθkʷəy̓əm (Musqueam) Master Weaver Debra Sparrow—θəliχʷəlʷət. It’s more than decoration; for First United, art is integral to community health and healing.
We knew the campaign website needed to communicate this, while giving donors an easy-to-use experience that left them feeling good about giving. The symbolic bricks being purchased help bring this piece of Indigenous public art to life, while supporting First United’s work in Vancouver’s Downtown Eastside. Our process incorporated our usual combination of interaction design and technology, plus our growing playbook for more effective online donations.
Highlights
An engaging flow
The landing page opens with a different look for First United and 3D animation to mark the sense of occasion for the campaign. Expecting people new to the building project, we provide an overview of the new building through text, visuals, and video.
The donation flow is broken down into 3 easy steps that help educate without adding bloat. First, donors choose the wall for their brick with the help of an animated 3D model of the building. Next, they choose the colour of brick, drawn directly from Debra Sparrow’s brickwork design.
Finally, they complete their purchase and add an optional dedication as fireworks celebrate the gift and an email with the official tax receipt and a copy of the certificate is automatically sent.
Each step helps donors visualize how their contribution goes toward the art installation, building personal investment and connection to their gift.
Celebrating a community of donors
On the landing page, the donor wall showcases all gifts, with extra flair for those who “boost” their donation by giving above the suggested $50—a powerful form of social proof. After purchase is complete, donors are invited to share why they gave by selecting from a pre-set word list that turns into a Mad Libs-style statement for expression without comment moderation.
Finally, donors are given a downloadable certificate of their custom brick and donor statement. The personalized certificate is ideal for both gifting and spreading the word on social media.
Campaigns like these are possible because people show up and decide to help, chipping in what they can to make a difference. We wove ways of honouring their generosity throughout the experience without complicating the checkout flow.
Elevation by chance
A highlight of the project was the Golden Bricks: five special bricks to be “unlocked” at hidden milestone numbers of donations. Each winner receives a guest of honour spot at the new building’s opening events.
This special recognition—available to anyone who purchased a brick—is one more way of involving the wider community in this major project and embodying its goals of access and inclusion. We made sure this feature used contesting with a light touch, keeping the focus on the cause at hand.
Wins all around
As we write, the campaign is on track to surpass its $250,000 goal with 1300+ bricks sold. Included in the list are 600 first-time donors to First United, an invaluable segment for future development. What’s more, 41% of donors opted to “boost” their gift by donating more than the $50 minimum. It’s proof that when communities have a good reason to give (and the tools that make it easy), they can come together in acts of true generosity.
This project gave us the chance to stretch and flex our interaction design, technology, and donor development skills. We’re honoured to play a part in this campaign to provide shelter and belonging to those who need it in our city.