Mitzvah Opportunity is a WhatsApp-based initiative where members come together to raise money for individuals with immediate needs (“mitzvah” means good deed).

We wanted to capture the blink-and-you-miss-it nature of the group — funds are usually raised in under an hour — and the magical energy that hundreds of people were clearly responding to!

We started by distilling insights around what makes this group so powerful. We compared this grassroots approach to more traditional fundraising models and identified the ingredients that gave Mitzvah Opportunity its unique fuel: the immediacy, the direct impact, and the sense of empowerment for the givers.

The result? A brand voice that is dynamic and down to earth with messaging that emphasizes the ease, simplicity, and joy of giving.

(Shoutout to the talented team at RedSyte who cleverly translated all these insights into visual language with great design and UX.)

Since the website went live, the group has continued to grow by leaps and bounds. And we’re honored to have taken part in spreading goodness in the world :)