Mesa | 2026 Year End Giving Campaign
A Place at the Table. A Place to Grow.
Campaign goal: Secure $18,000 in support for food for Mesa participants in the coming year through one-time gifts and new monthly commitments. Track cash received and the 12-month value of monthly pledges separately.
Approach: Digital campaign including website, email and social.
Five emails total—three direct appeals and two relationship-building messages.
Offer two meaningful paths: a one-time gift or a monthly commitment.
Core Campaign Message:
At Mesa, the table represents nourishment, connection, dignity, growth, and belonging. Participants help grow, harvest, prepare, and share food on site. Donors are invited to help make those everyday experiences possible throughout the year.
Palette: Mesa’s web purple and green, hints of blue — mostly in subtle gradients overlaying the green and winter white. Honey yellow accents (the yellow comes from the Mesa illustrated patch).
Atmosphere, backdrop, and framing: Soft undulating mountain shapes.
STOCK/SAMPLE ONLY
Campaign iconography: Utensils.
Campaign iconography: Home.
Monthly Giving & Honey Thank-You
Core invitation: “Pull up a chair—and stay a while.” Invite supporters to join a monthly giving community that nourishes Mesa participants year-round. Every new monthly donor receives a jar of honey from Mesa as a tangible thank-you.
Make the impact concrete: 30 donors × $50 per month = $1,500 in monthly commitments, or $18,000 over 12 months. Other giving levels are welcome: $25/month = $300/year; $75/month = $900/year; $100/month = $1,200/year. These are contribution amounts, not claims about meals purchased.
Suggested donation page: two equally visible tabs, “Give Once” and “Give Monthly”; preselect $50 on the monthly tab, allow custom amounts, and clearly explain that the honey thank-you applies to new monthly donors. Confirm whether there is a minimum gift, shipping/pickup availability.
Will use actual jar shape and label design to create masked image
Website Plan
TUE, NOV 17 • Drafts Due
HOME PAGE BANNER (^)
DONATION PAGE: Header, graphics, photo selects. Similar to below, but will be different bc Webflow.
Will use Mesa photos once identified.
IMAGE FOR DONOR PERFECT FORM
DONOR PERFECT FORM EMBED
(also needs a banner)
Email Plan
THU, NOV 19 • 1 | Campaign Launch
DIRECT ASK | Suggested subject: A Place at the Table. A Place to Grow.
Message: Introduce “Mesa means table” and the $18,000 annual food goal. Present both giving paths from day one: make a one-time year-end gift or become one of 30 monthly donors at $50/month. Explain that 30 such donors would provide $18,000 over 12 months. Mention a jar of Mesa honey for every new monthly donor.
WED, NOV 25 or THURS, NOV 26 • 2 | Thanksgiving Gratitude
SOFT TOUCH | Suggested subject: Grateful for Everyone Around Our Table
Message: Thank supporters for helping create a place of belonging. Share the meaning of a shared meal and what participants grow and prepare. Avoid a direct solicitation; a warm reminder that community support makes these moments possible is enough.
TUE, DEC 15 • 4 | From Garden to Table
SOFT TOUCH | Suggested subject: It Starts With a Seed
Message: Tell the story of the garden-to-table experience: participants plant, harvest, cook, and gather. Focus on skills, contribution, and belonging.
TUE, DEC 1 • 3 | GivingTuesday (or Mon, Nov 30 to get in before Giving Tuesday)
DIRECT ASK | Suggested subject: Help Us Fill the Table
Message: Invite one-time gifts and new monthly commitments. Make the math tangible: 30 people at $50/month would generate $18,000 over a full year. Highlight Mesa honey as a thank-you to new monthly supporters. Mention a match only if secured and clarify which gifts it matches.
BANNERS & BADGES
WED, DEC 30 • 5 | Final Year-End Appeal
DIRECT ASK | Suggested subject: There’s Still Room at the Table
Message: Share verified progress in two categories: one-time gifts received and new monthly supporters (plus their annualized commitments). Invite donors to help close the gap with a one-time gift or monthly pledge. Reinforce the honey thank-you, with eligibility details confirmed.
Social Plan (Instagram + Facebook)
Timing: November 23 – December 30, 2026
Approach: A focused social media campaign that complements the five-email campaign, reinforces our central message, and invites both one-time and monthly giving. Rather than mirroring every email, social will emphasize authentic Mesa photography, meaningful storytelling, and timely opportunities to support the campaign.
Cadence: Six primary feed posts, supplemented by approximately four Instagram/Facebook Story moments.
Design needs: A flexible, cohesive family of campaign-branded assets, including a hero image, photo-led storytelling template, giving invitation template, and final appeal variation. Prioritize authentic photography and adaptable designs that can be used for both Instagram and Facebook feed posts and Stories.
Calls to action: Direct supporters to the campaign donation page, with clear pathways for one-time and monthly giving. Encourage community members to share the campaign with their networks.
Deliverables
Four (4) reusable creative treatments rather than six custom designs.
Asset/ Intended use
1. Campaign hero — November 23 launch, pinned campaign post, general reminders
2. Photo-led storytelling template — Thanksgiving gratitude, garden-to-table storytelling, participant/community photography
3. Giving invitation template — GivingTuesday, monthly giving, honey thank-you
4. Final appeal variation — December 29–30 year-end reminder, with space for a verified progress update
One creative principle: Let the photography do as much of the storytelling as possible. The design should bring consistency and recognition, without overwhelming the warmth and humanity of the images. The December 15 carousel could use the photo-led template across several images, rather than requiring a separate design.
Below are the elements, mixed and matched with some messaging. Now that I have gotten this all together, I see some of my templates aren’t necessarily matching their category. Once I get feedback on overall design, I will re-work.
4:5 Instagram/Facebook feed format (1080 × 1350)
9:16 Story format (1080 × 1920)
Campaign hero
Nov 23 | Campaign Introduction: Introduce A Place at the Table. A Place to Grow. and the invitation to help nourish Mesa participants in the coming year.
Photo-led storytelling template — using participant/community photography
Nov 25 | Gratitude & Belonging: Celebrate community, connection, and the meaning of gathering around Mesa's table.
Dec 15 | From Garden to Table: Tell the story of how growing, preparing, and sharing food supports learning, connection, contribution, and growth.
Giving invitation template
Dec 1 | GivingTuesday: Primary social fundraising appeal, highlighting the $18,000 goal and one-time and monthly giving opportunities.
Dec 8 | Monthly Giving: Invite supporters to “Pull up a chair—and stay a while,” highlighting the opportunity to provide ongoing support and the Mesa honey thank-you.
Final appeal variation — reminder, with space for a verified progress update
Dec 29 | Final Year-End Appeal: Reinforce the campaign invitation, share verified progress as appropriate, and encourage giving before year-end.
GivingTuesday reminder (Nov 30)
GivingTuesday appeal and appreciation (Dec 1)
behind-the-scenes storytelling (mid-December)
Final reminder (Dec 30)