Case Studies
Inner City-Inner Child
child sitting in bed while reading child sitting in bed while reading

Inner City-Inner Child


Literacy paves the way to success, but not every child gets the same opportunity to succeed. Inner City-Inner Child (ICIC) is a D.C.-based nonprofit providing low-income preschool children with early learning and arts-integrated experiences, putting them on the path to literacy.

Nonprofits in Washington, D.C., face fierce competition for fundraising, as some of the nation’s most renowned organizations are headquartered in the city. Raising money is the most critical need for most small nonprofits, and ICIC needed to create a call to action to garner support for its initiatives.


To help Inner City-Inner Child stand out, Proof Strategies proposed a Giving Tuesday campaign, capitalizing on a nationally recognized day of action to provide greater visibility of ICIC while also generating money for the organization. The “Fill the Shelf” campaign evolved to help the organization raise $5,000.

Best practices reveal that online donors give more when they can see the direct impact of their donations. To that end, we developed a campaign strategy and tactics to illustrate donors’ impact. As a result, we referenced statistics and used informational messages such as “$20 can give a child a backpack full of books,” as well as other compelling narratives.

Finally, we created a bookshelf image designed to highlight each benchmark in donations. A new book appeared on the bookshelf with each $50 increment. Updating the visuals as the campaign progressed kept audiences informed of ICIC’s progress and emphasized the purpose of the campaign.


Inner City-Inner Child exceeded its goal of $5,000, raising enough money to fill more than 10 preschool classrooms with books.  The campaign also successfully raised the organization’s profile. The ICIC website enjoyed increased activity, including:

  • A 249% increase in website visits during the campaign’s life cycle, as compared to the month prior
  • A 147% increase in sessions
  • The bounce rate decreased by 46.4%
  • Average session duration increased by 110%