Compassion International
Turning donor data into human connection
Role
Lead Designer
Contribution
Ideation & campaign concept
Design development
Illustration direction
Publications & print collateral
Microsite design
Credit
Amanda Szylo-Duncan, Strategist
Dan Steiner, Writer
Marco Palmieri, Illustrator
Rachel Driessen, Designer
Making segmentation meaningful
Compassion International had developed a sophisticated donor segmentation model, but insight alone doesn't change behaviour. Employees needed to understand who they were serving, build empathy for different supporter mindsets and confidently apply that knowledge across their day to day work. The challenge was to transform research into something people could experience rather than simply read.
From information to empathy
Traditional training would have overwhelmed people with facts. Instead, we needed a framework that built understanding gradually while keeping employees engaged over time. The campaign had to balance education with action, creating moments of curiosity, participation and reflection rather than another set of internal communications.
Designing for participation
The solution treated learning as an experience rather than a presentation. We developed an activation programme built around distinctive donor characters, interactive experiences and a phased campaign journey that introduced each segment over time. By making complex behavioural insights visual, memorable and actionable, the programme helped employees develop genuine empathy and translate it into stronger supporter relationships.
