Socializing generosity.
Make generosity the new black.
Generosity NY is launching The Collective — a membership community where millennial leaders grow deeper in their generosity. Built on curated access to people, places and experiences, it socializes giving and helps members overcome the obstacles common in philanthropy.
The Generous Generation.
Generosity NY is launching The Collective — a $125-a-month membership community where millennial leaders grow deeper in their generosity through curated access to people, places and experiences. It can’t be open-ended; it has to articulate, and inspire to action, a community of radical generosity people want to belong to as they enter their peak earning years.
$68 trillion.
We’re on the verge of the largest transfer of wealth in history — $68 trillion from boomers to millennials. As the first social generation comes into its earning power, the opportunity was to overcome the usual obstacles to giving by socializing it.
Make generosity the new black.
We crystallized the brand value proposition and tone of voice, then crafted the launch campaign — concept, script and video — to create intrigue and consideration among prospects and drive membership registration, challenging millennials to succeed The Greatest Generation and The Me Generation as The Generous Generation.
A platform for radical generosity.
On the product side, we guided the build of the digital experience: a single dashboard connecting community (Slack), CRM (ActiveCampaign), payments (Stripe) and events (EventCreate), mapped to the membership journey — plus a phased product roadmap to carry it past launch.
“We’re on the verge of the largest transfer of wealth in history — $68 trillion.”
- Brand Strategy & Positioning
- Messaging & Tone of Voice
- Launch Campaign
- Script & Video Concepts
- Membership Journey Mapping
- Digital Product & Platform
- Tech Integration (CRM · Payments · Community)
- Product Roadmap
- Client
- The Collective
- Initiative of
- Generosity NY
- Sector
- Membership community · Philanthropy
- Discipline
- Brand Strategy · Campaign · Product
- Studio
- Meaningful