Samaritan Aviation, a nonprofit based in Mesa, AZ, has a clear mission: to serve the most remote and vulnerable communities in the East Sepik province of Papua New Guinea. With the Bismark Sea on one side and the Hunstein Range on the other, residents don't have immediate access to medical care, and the journey to the region's only hospital can be treacherous. The Samaritan Aviation team offers support through flights to the nearest hospital, regular shipments of medicine and medical supplies, and individuals located near the rural health centers in a faith-based trauma healing program so patients can receive guidance after the hospital stay.
Over the years, their outreach has grown tremendously, staffing five medical outreaches in 14 villages across the province. The expansion also brings growing pains and needed changes such as more housing for staff, updating or repairing equipment, and ensuring they could remain a consistent and reliable partner for the communities they serve. To address these challenges, Samaritan Aviation launched on a one-year nonprofit capital campaign, "Deeper Roots, Longer Reach." This initiative aims to purchase the hangar used as a hub for plane maintenance and repair they currently lease, creating a permanent training center, seaplane upgrades, and additional resources for the ministry.
Embarking on a capital campaign is no small feat—especially for mission-driven nonprofits like Samaritan Aviation, where the heart of the work happens thousands of miles away in remote villages and riverbanks. They knew their vision was bold and that turning logistical needs into a clear, compelling story for donors would require strategy, structure, and deep intentionality. Unlike a church setting where the message could be shared from the pulpit, the organization needed to communicate through materials that could carry the same emotional weight and clarity, even without someone physically present to cast the vision. The staff was also navigating the strain of expanding the campaign while continuing the daily demands of life-saving ministry. Knowing the magnitude of the undertaking, the organization partnered with Abstract Union to bring structure, clarity, and creative momentum to its initiative.
When Samaritan Aviation approached Abstract Union, the challenge was clear. This capital campaign needed to go beyond flashy materials or corporate-style pitches and instead tell a story that resonated deeply with purpose-driven supporters, families, and church communities who care deeply about the Gospel, humanitarian aid, and reaching the unreached. The campaign wasn't about selling an idea but sharing a vision focused on people—not planes, buildings, or statistics, but the lives forever changed by the organization's God-given mission. Our team focused on creating an authentic, mission-driven campaign rooted in storytelling. We used the primary brand's dark blue and golden yellow colors for cohesion and instant recognition. Aviation-inspired details were peppered into the materials, creating a unique look without being cliche. We kept the details bold, polished, and intentionally minimal, allowing the photos to shine. Pictures were given vibrant grain textures or a golden yellow duotone to add depth and energy. The result was a suite of materials to help the capital campaign take flight.
A Theme Logo to Prime the Campaign Engine
A strong campaign theme logo is the visual anchor for a capital campaign—bringing clarity, consistency, and emotional resonance to every touchpoint. It embodies the heart of the campaign in a recognizable symbol that donors can connect with, reinforcing trust and vision over time. We designed a custom wordmark inspired by vintage aviation aesthetics for Samaritan's campaign. The logo uses a bold, sporty font with clean lines—echoing the lettering you might see on a classic floatplane. Two words extend horizontally, suggesting reach and forward momentum, while the other two words stretch vertically, nodding to the deeper foundation Samaritan Aviation is building in Papua New Guinea. These details create a logo that's visually grounded, symbolically rich, and unmistakably tied to the heart of the campaign.
Turn the Propeller with a Case Statement Booklet
A case statement booklet is one of the most versatile tools in a capital campaign. It can be printed and mailed to potential donors, handed out at fundraising events, shared during one-on-one meetings, or left behind to give supporters more time to engage with the initiative. For Samaritan Aviation, we created a booklet that tells a cohesive story of how each campaign element would strengthen its mission in Papua New Guinea. We used strategic layouts to organize the information clearly while allowing the visuals to carry the emotional weight. Many pages featured full-bleed photography from the field, giving the reader an immediate sense of place and purpose. From floatplanes on the water to moments of medical outreach, the images helped ground the campaign in real stories and real people. Designed to do more than inform, the booklet helped donors understand the organization's needs and drew them closer to the mission.
A Pledge Card to Open the Throttle
While the pledge card may be one of the smallest deliverables in a capital campaign, it plays one of the most essential roles: turning intention into action. Whether handed out at a fundraising event, included in a mailed packet, or tucked inside a case statement booklet, the pledge card is where the donor journey becomes tangible. For Samaritan Aviation, we approached the pledge card with a balance of form and function. Color blocking in their golden yellow and dark blue helped guide the reader's eye and group key pieces of information, making the card easy to navigate. We ensured that all essential organizational details were visible—giving donors everything they needed if they had questions or wanted to revisit their giving plan. To make the experience more personal, we added a rip-away section that donors could keep as a physical reminder of their commitment—a small but meaningful touch to keep the mission close, even after the card is mailed.
Through close collaboration with Samaritan Aviation, we created a cohesive set of campaign materials supporting every part of their initiative—upgrading floatplanes to expanding medical outreach across Papua New Guinea. Helping the organization tell this story clearly and compellingly was an opportunity we deeply valued. By crafting intentional, photo-forward materials that honored the heart and logistics of their goals, we gave their team the tools to focus on what they do best: saving lives and building relationships in some of the most remote regions on earth. Each piece tells a story of long-term investment, not just in planes or docks but also in people and presence. We ensured that every touchpoint worked together to inspire clarity, confidence, and compassion in potential donors.
At Abstract Union, we understand how complex and meaningful a capital campaign can be. That's why our approach is never to use templated designs. We tailor each piece to the needs, values, and donor communities of the organizations we serve—bringing together thoughtful design and storytelling that genuinely reflects who they are and where they're going.
Curious how this work compares to other campaigns we've supported? Check out our partnership with Bridge of Hope: Bright & Bold Nonprofit Capital Campaign For Bridge of Hope. We designed custom campaign materials that aligned with the nonprofit's personal brand and exuded the warmth and compassion at the center of their work. We were so grateful to be a part of their initiative to expand the housing and resources they are able to provide to families in need.
Working with organizations like Samaritan Aviation reminds us why this work matters—helping nonprofits turn ambitious goals into clear, compelling materials that move people to act. If you're preparing for your next capital campaign, we'd love to help you bring it to life with materials that are just as focused and future-minded as your goals.
