Report on Giving
The project
The 2025 Report on Giving is an interactive digital publication created by the University of Waterloo to share the impact of philanthropy across the institution. Built in Ceros, the report celebrates the donors who help advance discovery, opportunity, and innovation, while showing how generosity translates into real outcomes for students, researchers, and communities.
The experience we designed
Designed digital driven, the report invites exploration through intuitive navigation, motion, and immersive storytelling. Authentic stories place students, researchers, and community partners at the centre, supported by photography, video, and a clear narrative flow that balances emotion with clarity.
Interactive digital report – desktop
Interactive digital report – mobile
The thinking behind it
The goal was to build trust and deepen engagement by showing impact, not just describing it. Rather than presenting giving as a transaction, the report frames generosity as a shared act of purpose and possibility, using strategic storytelling and design to make impact tangible and human.
What changed because of it
Between September 4 and October 28, 2025, the report generated 4,899 page views from 927 users, including 877 new users. Non-email promotion channels accounted for the vast majority of traffic, significantly expanding reach beyond the core donor audience. Email performance exceeded Advancement benchmarks, and social media emerged as a leading driver of new users and engagement.
Why it worked
The 2025 Report on Giving aligns storytelling goals with measurable outcomes. It strengthens donor engagement through authentic voices, increases efficiency through a reusable digital platform, and expands reach through coordinated digital promotion. The result is a modern stewardship experience that builds connection and trust.
Print brochure
