PeaceJam: 30th Anniversary Case Study
Challenge accepted
As PeaceJam approached its 30th anniversary, the organization sought to unify its year-end fundraising, storytelling, and community engagement under one cohesive campaign identity. The goal was to create a compelling brand and message that honored three decades of global impact while energizing supporters for the future.
This required a campaign identity that captured the spirit of its mission and resonated across audiences, from long-time alumni and educators to donors and new supporters.
PeaceJam partnered with Strat Labs to develop a cohesive campaign brand, craft messaging that would translate across channels, and build engagement tools that would extend beyond a single giving moment.
Solution proposed
Strat Labs created the PeaceJam 30th anniversary logo, along with a campaign identity and tagline, “Peace Takes All of Us,” designed to reflect the collaborative spirit at the core of PeaceJam’s mission. The message reinforced both urgency and shared responsibility, positioning supporters not just as donors, but as partners in building a more peaceful world.
To anchor the campaign digitally, we developed a dynamic end-of-year landing page that combined storytelling with action. The page centered on two primary calls to action: donate or share your story. By inviting alumni, educators, and supporters to contribute their experiences from the past 30 years, the campaign transformed fundraising into a participatory celebration. This approach created a low-barrier re-entry point for dormant supporters while building a pipeline of authentic stories for future donor cultivation, board engagement, and anniversary communications.
The campaign was supplemented by a three-part Colorado Gives Day email series targeted to Colorado-based donors and past supporters, and a five-part end-of-year email series and social campaign, all showcasing PeaceJam’s 30-year impact.
Problem solved
The “Peace Takes All of Us” campaign not only elevated year-end giving efforts, but also generated renewed engagement from alumni and supporters, strengthened the storytelling pipeline, and positioned the organization for sustained momentum beyond a single fundraising season.
RESULTS INCLUDED
– 35% average email open rate across campaign communications
– 82.4% of the community survey participants noted they are open to being contacted and sharing more about their PeaceJam experience
– Re-engagement of multiple lapsed donors