With a strategic messaging refresh and targeted marketing initiatives, HappyBottoms saw a historic donation and a surge in fundraising success.
HappyBottoms, a nonprofit dedicated to providing diapers to families in need, sought to strengthen its brand messaging, marketing strategy and donor engagement efforts. While their mission was impactful, they lacked a cohesive message and the marketing tools needed to maximize awareness and fundraising efforts.
HappyBottoms turned to Crux to build a stronger brand foundation and execute high-impact campaigns that would drive results.
Crux began with a comprehensive brand messaging project, developing messaging pillars and themes, benefit statements, a brand narrative, elevator pitch and boilerplate, along with a message matrix for consistency across all communications. The team then implemented a strategic marketing plan, providing design, content, email and social media support for key fundraising efforts, including the annual Diaper Bowl gala, Giving Tuesday, the Diaper Madness campaign and more.
To further elevate the brand, Crux designed robust brand guidelines, a fresh PowerPoint template, social media templates and ads for print and digital use.
This work extended to campaign development, including the record-breaking Diaper Madness fundraiser and high-profile donor communications—most notably crafting a press release and video content celebrating a historic $1 million donation—the largest in HappyBottoms’ history.
The messaging framework, new brand guidelines and collateral refresh equipped HappyBottoms with the tools needed for long-term consistency and growth. The targeted campaigns delivered exceptional results: Diaper Madness raised more funds than ever before—enough to purchase 1,237,745—and also collected 46,317 physical diapers, resulting in a total of 1,284,062 diapers—demonstrating the power of cohesive branding and compelling messaging. The $1 million donation announcement increased brand awareness on social media, reinforcing HappyBottoms’ impact and credibility.
With a clear, compelling brand presence and an elevated marketing message and strategy, HappyBottoms is now better positioned to expand its reach, engage more donors and fulfill its mission more effectively than ever before.
