To create a corporate holiday card that encourages recipient’s active participation in charity, rather than simply donating in recipient’s name.

We interviewed current donors to the charity and discovered that the most powerful incentive to their continued participation was their sense of inclusion in this little-known, but highly successful charity. The members of the Samburu tribe had grown to think of the overseas donors as valued members of the tribe itself. We used tribal membership as a unique incentive, and enclosed a physical embodiment of membership – a tribal bracelet. Video of donors personalised Samburu tribal initiation ceremony was filmed and emailed to them.

Despite the relatively expensive multi-year commitment, the card generated enough response to fund 43 children through 4 years of secondary education.