Deakin University

File(s) under permanent embargo

What Love Gives - Cottage by the Sea fundraising campaign

posted on 2020-11-28, 00:00 authored by Maria Kneebone-Bates
What Love Gives - Cottage by the Sea fundraising campaign



Cottage by the Sea

Place of publication

online and print



Research statement

Background Cottage by the Sea, a non-profit organisation in Queenscliffe, that provides tailored holiday programs for children to better their lives. They struggle to gain fundraising and volunteer support from young adults. The What Love Gives social media campaign was pitched to the organisation as a method to engage with a younger audience and help explain how their contribution helps and what it actually does for the children that attend the cottage while being fun and playful The project explores the research question of “how might we communicate the benefits of donating both time and money to help children live better lives through combining both the seriousness of transparent fundraising and the joyfulness that the donations bring to the recipients?” Contribution The research explores the use of personalised messaging to communicate the benefits of donating and give donors confidence to choose where to give their money and time. The strategy draws on methods of social empowerment through transparent product branding used by organisations such as “Thank You”. The “What Love Gives” campaign extends on this methodology by sharing the individual stories of the beneficiaries and delivered in a fun and playful manner. I was responsible for creative direction of the strategy and prototype development. Significance The campaign was launched in late 2020 through Cottage by the Sea’s Facebook and Instagram pages as well as physcial gift cards distributed for Christmas gifting. The campaign received positive feedback and has been in continued use throughout 2021.

Publication classification

JO2 Original Creative Works – Design/Architectural work


Campaign designs


Maria Kneebone-Bates, Jade Collins, Kate McGough

Usage metrics

    Research Publications


    No categories selected