The Jermain Defoe Foundation.
The charitable foundation of England striker Jermain Defoe, given a brand and website that balance sporting profile with charitable credibility, and make giving a moment’s work.
A famous name,
a serious mission
A foundation carrying a famous sporting name has an advantage and a risk in the same fact. The name opens doors and draws attention, but the charitable work has to stand as serious in its own right, or the whole thing reads as a vanity project.
The brand and website needed to hold both: the profile that brings people in, and the credibility that convinces them to give.
Profile brings them in,
the mission keeps them
We created a brand identity and website that lead with the foundation’s work and the children it helps, with the sporting profile in support rather than in front. The stories of impact stay front and centre, because they are what donors are actually giving to.
Donations were made a moment’s work through integrated giving, so the distance between being moved and taking action is as short as it can be. Supporters can give, learn, and share without friction.
Credibility that converts
attention into support
The foundation presents with the seriousness its work deserves, the sporting name draws people to a mission that holds them, and the giving journey turns that attention into support in seconds.
Is your cause easy
to support?
Every extra step between being moved and giving loses donors. If your charity’s website makes supporters work, tell us about the cause and we will shorten the journey.
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