Introduction
The Trans Journalists Association (TJA) stands as a beacon of integrity, advocacy, and representation within the media landscape, dedicated to fostering respectful and intentional reporting on trans issues. As TJA approached its four-year anniversary, the organization aimed to launch its first-ever giving campaign during Pride Month 2024. With a mission to attract a diverse field of potential donors who are committed to being educated and informed by the trans community, TJA sought to move beyond typical seasonal fundraising efforts and establish a long-term strategy for donor engagement.
Recognizing the unique challenges and opportunities in this endeavor, TJA partnered with Mixte to develop a comprehensive approach that would resonate not only during Pride season but throughout the year. By leveraging TJA’s strong community connections and existing communications channels, Mixte aimed to create a donor engagement strategy that would speak to the hearts and minds of supporters and ensure sustained growth and impact.
Our Objectives
We began by listening to TJA’s board members, volunteers, and staff to understand their unique challenges and opportunities. After reviewing TJA’s existing communications materials, we provided strategic counsel to develop a cohesive messaging framework and creative assets for their 2024 Pride Month giving campaign, as well as branded printed materials for their presence at the Investigative Reporters & Editors Conference.
We crafted “Giving Tiers” to illustrate the impact of various donation levels and created engaging email and social media content to encourage donor participation. Additionally, we simplified the donation process to improve transparency, ensuring that donors clearly understood how their contributions would support TJA’s mission.
The Outcome
Through our strategic partnership with TJA, we successfully developed a comprehensive giving campaign that not only aligned with Pride Month but also laid the foundation for ongoing donor engagement. The creation of “Giving Tiers” and transparent messaging helped clarify the impact of donations, making it easier for donors to see the value of their support. The compelling email and social media content we crafted effectively engaged TJA’s audience, leading to increased visibility and support for the organization.
As a result, TJA was able to launch its first-ever giving campaign with a clear, cohesive strategy and a suite of creative assets that resonated with its community. The campaign not only helped TJA celebrate its four-year anniversary but also strengthened its capacity to attract and retain donors who are committed to advancing respectful, intentional reporting on trans issues.
