DelawarE Center For Justice
For over a century, the Delaware Center for Justice (DCJ) has ensured that justice-involved individuals are met with dignity, equity, and second chances. As the state’s leading advocate for systemic criminal justice reform, DCJ provides statewide reentry support, youth diversion, and restorative justice programs, working to dismantle systemic barriers and repair harm across Delaware communities.
In 2020, as DCJ approached its centennial milestone amidst a national racial justice reckoning, the organization saw an urgent need to reassert its voice and elevate its mission. DCJ partnered with First Ascent to create a bold new brand identity and website that clarified their mission and inspired community action. Five years later, DCJ returned to launch a multi-channel 105th anniversary giving campaign, building directly on that brand foundation to reintroduce their work, correct public misconceptions, and secure lasting community support.
Scope of Work
- Branding & Identity Design
- Website Design & Development
- Campaign Strategy & Planning
- Case Statement & Impact Report Design
- Email Marketing
- Organic Social Media
- Website Maintenance
- Print Collateral Design & Direct Mail
Symbolizing Progress Through Design
We created a new logo that reflects both strength and momentum. The bold, all-caps typography signals DCJ’s leadership in justice reform, while the word JUSTICE, highlighted in an orange block, puts their mission front and center. Three right-pointing arrows convey movement and progress, fitting for an organization always pushing forward. The dark blue in the brand palette honors DCJ’s legacy and long-standing trust in the community, while the vibrant orange adds a sense of urgency and energy. We extended the new look across print and merchandise to help the brand show up clearly and consistently, wherever the mission takes them.
A Digital Platform for Action and Advocacy
We designed DCJ’s website to turn visitors into advocates. It offers a welcoming, intuitive experience that makes it easy to get involved. To highlight the organization’s work, we built in features like a legislative tracker, accessible resources, a podcast page, and event listings. Calls to donate, volunteer, and explore programs are placed throughout the site, with the donate button anchored in the header to keep action top of mind.
Rallying Support for the Next Century of Justice
Five years after our initial rebrand, DCJ returned to First Ascent to launch a comprehensive fundraising campaign. When their centennial in 2020 coincided with the pandemic and widespread racial justice protests, the organization put celebrations aside to focus on urgent client needs. Reaching 105 years gave DCJ its first real opportunity to reintroduce its mission to Delaware and build lasting community support.
While DCJ is Delaware’s second-oldest nonprofit, stakeholder research revealed that many residents mistook it for a legal aid clinic or a short-term charity. In reality, their team provides statewide reentry support, youth diversion, and legislative advocacy. To help clear up those misconceptions, First Ascent built a campaign strategy with messages tailored to four distinct groups: longtime supporters who needed an update on DCJ’s evolution, new and younger civic donors, corporate and foundation funders, and staff and board advocates.
We anchored the campaign in a forward-looking rally cry: “The Next Century of Justice Starts Here.” Rather than treating 105 years as a retrospective, the messaging used DCJ’s century-long history to prove they have the trust and experience needed to fix pressing justice issues today.
Tools to Inspire Giving at Every Level
To help DCJ ask for gifts with confidence, First Ascent wrote and designed two core print pieces. For corporate funders and major donors, we created a Case Statement that laid out DCJ’s vision, funding priorities, and community return on investment. For grantmakers and community partners, we produced an in-depth 2025 Impact Report that paired historic photos with hard data and personal stories, showing how programs like adult reentry and youth diversion make neighborhoods safer.
For everyday donors, we introduced 105-themed giving tiers across campaign appeals. Every amount tied to a specific community outcome, from $10.50 for children’s books to $105 for a commuter bike and $1,050 for restorative justice diversion. To turn the board, staff, and volunteers into active fundraisers, we built a Peer-to-Peer Fundraising Toolkit with ready-to-use email drafts, text templates, and social guides so they could easily ask their own networks for support.
Reaching Supporters Across Delaware
We launched a campaign hub on the DCJ website with personal video stories and a simple donation page, backed by online ads across Facebook, Instagram, LinkedIn, and Google Display. On LinkedIn, we focused on Delaware professionals whose companies match charitable gifts, helping individual donations go even further.
These digital efforts ran alongside three print mailers sent during key moments of the year, including year-end giving and Second Chances Month in April. Custom QR codes on the mailers directed people to the website so DCJ could see which letters inspired people to give. We supported the rollout with monthly emails and twice-weekly social posts, including a myth-busting series that helped break down common stereotypes about returning citizens.
A Strong Foundation for What’s Next
The campaign expanded DCJ’s statewide footprint and delivered meaningful financial results. DCJ raised more than $180,800, anchored by early Justice Sponsors who gave an average gift of $1,808.
Online awareness grew steadily, generating over 86,000 views on Facebook and more than doubling engagement on Instagram and LinkedIn. Just as importantly, the project gave DCJ a set of lasting tools that their team can use to connect with donors for years to come.
award-winning results
DCJ’s new logo and website earned a Silver Anthem Award, which honors purpose-driven work from organizations around the world. The site brings their mission to life online by engaging visitors, supporting advocacy, and making it easier to take action. The refreshed branding reinforces their legacy while signaling a continued commitment to systemic change. We’re proud to support DCJ as they help shape the future of justice in Delaware.
