John Paget / Paget Films
IfThen was born in 2016 to redefine fundraising for millennials by bridging the gap between donations and action. IfThen connects donors with nonprofits that need financial support; together they are able to make positive impact. It originated as a project of Block Club Labs, an employee-owned business incubator designed to foster the entrepreneurial ideas of its award-winning team and grow them into innovative businesses. After beta testing the idea, Block Club’s team developed IfThen’s business model from the ground up. Through numerous iterations, Block Club launched IfThen’s beta, developing the user interface for both donors and nonprofits, testing every aspect of the nonprofit and donor experience. As an independent company from Block Club, strong brand positioning and identity design were critical foundational elements for the new company. A brand standards guide supports the startup with the tools it needs to sustain all aspects of the brand as the company embarks on a journey of its own. Currently in beta testing, IfThen is now equipped to serve its mission and to reach audiences that are eager to make a difference.