Brand Refresh: The Next Chapter for CHOICE Humanitarian

To help us increase our reach and engage more donors in our mission, we're excited to share with you an updated look for CHOICE Humanitarian.

Big Goals for the Future

The new year means new goals, and we have some big ones for CHOICE Humanitarian.

In 2024, we’re as motivated as ever to expand our supporter base. If more people engage in our cause, our ability to change the world increases. We can do more and help more in reducing global poverty.

CHOICE has an incredible legacy of support across 41 years of existence. Donors, expeditioners, volunteers, and more have collaborated with CHOICE to touch millions of lives. Many feel fulfilled by being a part of poverty alleviation, and we believe there is opportunity for even more people to find meaning with CHOICE.

Devastating poverty is one of the most urgent challenges affecting our world; billions of individuals face limited options every day. For those of us who are fortunate enough to have comfort and resources, we can be part of the global poverty solution.

To help us increase our reach and engage more donors in our mission, we're excited to share with you an updated look for CHOICE through a brand refresh. 

Embolden our Mission

Companies and organizations commonly implement brand refreshes to infuse new energy, reach new audiences, and evolve in changing markets. Brand refreshes can also help embolden and clarify one’s mission while staying true to what you’ve always stood for.  

At the foundation of CHOICE and our approach to international development is change. We collaborate with and through rural communities to identify opportunities that will help change circumstances. When communities lack clean water, nutritious food, access to healthcare, or education—it’s systems that keep these conditions in place. This can be overwhelming and defeating. But at CHOICE, we don’t accept the status quo.

We work together with communities to: change, innovate, ideate, create, buck tradition, chart new courses, shift the process, think differently, alter the path, and disrupt.

To encapsulate this energy, we have a new tagline for CHOICE Humanitarian: DISRUPT GLOBAL POVERTY.

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The brand refresh includes this new tagline with a visual identity, as well as bolder brand colors in a simplified palette. We’re also in progress on refining our messaging to help us tell our story better. These strategic updates pair with our existing logo, which we love and is perfectly emblematic of disruption with its dynamic, changing, colorful circles.

A brand refresh is meant to feel familiar, but different. It can help an organization better connect with its existing supporters, revitalize former supporters, and interest new supporters. For CHOICE, this means more donors helping us do more good.

As we think of our work in the field and the incredible and resilient community members that we serve, we've also designated 3 brand keywords to guide our refresh: exciting, engaging, and urgent. Global poverty matters right now, and we want to tell that and show that. This new tagline helps cut to the chase. It states our purpose directly, invites action fearlessly, and—with a touch of intrigue—compels one to find out more.

Updated Membership Program

In the nonprofit sector, monthly donor membership programs can be exponentially powerful. Nonprofits need reliable consistent funding, and monthly donations make it easier for CHOICE to dependably give water, education, economic opportunity, and more to communities in need.

There is an African proverb: “If you want to go quickly, go alone. If you want to go far, go together.” Our community of over 200 donors in The Village membership program are doing just that. Last year, this dedicated group contributed $132,000. That’s enough to fund 82 scholarships in Kenya or 130 community gardens in Peru. The power of coming together to make a difference is truly amazing.

To achieve CHOICE's 2024 goal of rapidly and sustainably expanding our supporter base, we are aligning the membership program with our new tagline and refreshed look, allowing us to reach untapped audiences and compel action from new donors.

The membership program is a great option for donors of all types. Amongst our current members, we have those giving $10 per month and those giving $1000 per month. Each monthly contribution, no matter the size, makes a difference. The program is an especially great fit for youth and young adults. It can be a meaningful, impactful, low-cost way for them to get started on their humanitarian journey.

The current name of CHOICE’s membership program, The Village, has been beloved. The phrase, “It Takes A Village” has been a part of CHOICE’s vocabulary for years. It speaks to our work in the villages, our philosophy of cultural exchange, and our commitment to connection. There are several editions of Village t-shirts that we love seeing—we hope those will continue to be worn with pride!

But as we turn the page for a new chapter of CHOICE, we are committed to doing things differently to get different results. We are retiring The Village name, with love, for a new name that aligns with the brand refresh. We welcome you to the Disruptors, CHOICE's updated membership program.

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This new name is engaging, unifying, and active. It invites all to be part of our movement. it fosters a strong sense of community bonded by a common goal. It motivates action in the faith of apathy.

Our ambitious goal for 2024 is to grow from 200 members to 1,000 members. If you're driven to disrupt global poverty all year, becoming a Disruptor is one of the best and easiest ways to show that commitment. Or, if you have friends or family members who care about making the world better—invite them to join or gift them a membership. Become a Disruptor and learn more about membership benefits here.

What's Next

We invite you to explore some of the new webpages that have been launched with the brand refresh: Why Poverty?, Our Mission, and Our Impact. If you are not yet a monthly contributor, we would be honored if you would consider joining us. Follow CHOICE on Facebook, Instagram, and LinkedIn for the latest updates. Donate to help us get one step closer to our goal. This is only the beginning, and we believe the impossible becomes possible with connection and action.

Thank you for your support of our mission. With your help, we can change the world and disrupt global poverty. We are filled with hope for the future and the many more lives we aspire to impact.

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