Oxfam:
Can’t Wait

The Challenge

How can we create a year-end fundraising campaign that communicates the urgency of global crises while motivating donors to support both immediate relief efforts and long-term systemic change?

The Idea

Can’t Wait was built around a simple truth: some needs are too urgent to postpone. Through bold, declarative messaging and documentary-style imagery, the campaign connected audiences to Oxfam’s work across humanitarian response, climate action, clean water, and poverty reduction. Designed for fundraising, social media, and video, the campaign gave donors a clear and immediate role in creating change.

Impact

Generated more than $757,000 in digital fundraising revenue
Exceeded year-end fundraising targets and contributed to a 20% year-over-year increase in revenue
Increased new donor acquisition by 41%
Delivered the highest gift volume in four years