EVOLVE! Campaigns: using T-shirt Activism to raise awareness for a cruelty-free lifestyle



“Moral evolution means widening our circle of compassion – and the principles of respect and justice – to embrace all sentient beings.”

EVOLVE! Campaigns’ mission is to raise awareness and educate the public about the benefits of a non-violent, plant-based diet and lifestyle. Their aim is to stimulate a more responsible attitude towards our planet and advance ethics through encouragement of a more considerate and evolved regard for animals.


Up to date the organization has hosted several successful Fabrily campaigns raising hundreds of Pounds/Dollars/Euros for awareness projects and animals in need. Their most recent campaign No Violence, No Victims. That’s Why I’m Vegan has just launched and has already reached its campaign goal. EVOLVE! Campaign team members have kindly agreed to discuss their campaigning experience with Fabrily and offers helpful advice on launching and promoting a successful campaign.


Can you please tell us a bit more about the work your organization does?
EVOLVE! Campaigns exists primarily to raise awareness about the animal using industries. Since we began 5 years ago we have tried various forms of activism and from experience we have grown and shifted our focus accordingly. Whereas we were once out on the streets promoting veganism through leaflet drops, educational talks and food events, we have in the past couple of years noticed how powerful social media can be. Backed up by our website, the amount of positive feedback we receive through our Facebook page is phenomenal. Social media has the power to break through the mainstream media’s propaganda and gives activists an opportunity to present the truth. People’s interest in adopting a cruelty-free lifestyle has grown dramatically in recent years and our page numbers have exploded. Our campaigns are largely web based these days and we follow up all interest with helpful advice on transitioning to and maintaining a vegan lifestyle.

Why did you decide to use Fabrily for your awareness & fundraising campaigns?
“T-shirt activism” as we call it was an idea we had toyed with – members of our page had asked if we could create t-shirts – but we didn’t know how to implement it. In the past, for other campaigns, we had ordered bulk quantities of printed shirts ourselves and had found the upfront costs a huge drain and therefore not practical. When we found out that with Fabrily costs are not an issue, we decided to give it a go!

Overall how has your campaigning experience been with Fabrily? 
Our experiences with Fabrily have been entirely positive. They have been even better since they have introduced new design styles and the TeeMaker which means you can launch your own campaign very easily. Being able to offer different styles and colours is excellent and makes the whole campaign so much more inviting.

An important part of your campaigns is spreading positive messages in a non-confrontational way; do you feel that using clothing helps to achieve this goal?
As I mentioned before, “t-shirt activism” is a perfect way to spread a compassionate message without saying a word. It appeals to many people who may not have the confidence to express themselves verbally. Wearing a message on a shirt also means that others are more likely to come to you to ask questions. Attempting to discuss issues like animal cruelty and veganism can often be seen as ‘forcing your views’ and however passionately expressed is liable to be rejected. Wearing a message on your clothing actually invites discussion. Try it and see!

Every campaign EVOLVE! launches has a completely unique design; how do you select the designs for each new campaign?
Over the past 5 years we have created over 700 hundred campaign graphics and it’s one of the things we are most known for on Facebook. Some of the quotes and slogans lend themselves well to going on a t-shirt and so those are the ones we have chosen so far.

All EVOLVE! campaigns on have been successful (usually with over 100 shirts sold each time); can you provide promotional tips and advice for other organizations hoping raise funds and awareness through
We would say that when picking a design it’s a good idea to use something that you already know is popular with your followers. If you are not sure then do a mock-up of a couple of designs and ask which one they like. That way your followers feel they are being involved and it also whets their appetite for the forthcoming campaign. When promoting your campaign, use as many social media outlets as possible. We use Facebook, Twitter and Pinterest for ours but there are others that can be utilized too like Instagram. Something we noticed really helps is rather than just posting a link to your campaign, create a graphic showing a variety of the designs and colours you are offering – it gives that instant visual stimulation you need to grab people’s attention and is much more likely to be shared too.

If there anything else you would like to share with our readers?
Only that if you are considering giving a t-shirt campaign a try through Fabrily, we would definitely recommend you go for it!

Visit EVOLVE! Campaign’s website for more information on all the wonderful work this organization does. Make sure to like them on Facebook and follow their Twitter account too!


Campaign Promotion: Instagram

How to use Instagram to promote your campaign

Instagram is more than just a simple mobile application…it’s grown into one of the world’s largest social networking platforms and it’s a great tool for promoting your Fabrily campaign! You can use Instagram to upload, edit, and share photos as well as connect with other Instagram users. Using hasthtags can be a great way to boost exposure for your campaign too. One of the best aspects of this promotional tool is that it is completely free to use – we’ve got some great tips and examples thanks to Chantell – a new Fabrily campaigner who’s had great success fundraising for her dog Lola – click here to read about Chantell and Lola’s story and continue reading below for tips on how to use Instagram to promote your campaign!

1. Always include campaign link URL so people know where they can go to support your campaign. Do you see how she’s written in her post below?


2. Always include relevant hashtags when you post a photo! Hashtags are a great way to get more campaign page views! You can attract more followers, likes, and comments to your photos by adding as many relevant hashtags as possible. Include these hashtags in your photo description while uploading an image; some examples of hashtags would be: #fabtees, #fabrily, #fundraiser, #campaign, #animalrights, etc. Here is an example of how Chantell utilized hashtags in a photo she shared to promote her current campaign:


3. Encourage your campaign supporters, family, and friends to post selfies of themselves in the items they’ve purchased from your campaign. This is a great way to get people excited about purchasing their own item if you plan to run another fundraiser. See our Post Campaign Promotion blog post for more tips on what to do once your campaign ends!

lola254. Share Instagram photos through your other social media accounts too. Instagram lets you do this automatically whenever you upload a photo – all you have to do is sync your Twitter and Facebook accounts with your Instagram account and you can automatically share your photo through those channels too – talk about extra exposure with no extra work!

5. Ask questions about your campaign to encourage interaction and engagement with your followers. You can ask your supporters, “Who’s ordered their limited edition shirt?!” for example.

6. Create a unique hashtag and give your supporters a hub to share photos using or wearing your products. This will make it easier for you to find content to share too! An example of this would be the hashtag #isupportlolaslegs which Chantell created for Instagram and Twitter (click on the link to see all the different people who have used this hashtag too).

7. Share photos of your supporters and interact with them. Make sure thank everyone too – campaign supporters are very important to the success of your campaign!


So there you have seven quick tips for promoting your campaign on Instagram! For more promotional tips please visit our Fundraising and Success Stories page – you will find promotional tips for Facebook and Twitter towards the bottom of the page. Good luck with your campaign and if you need assistance please contact


Promoting for Success: Spotlight on Bat Conservation Trust’s Fundraiser (VIDEO)

From start to finish Bat Conservation Trust’s fundraising and promotional efforts were spot on! They followed the Fabrily promotions guides for Facebook, Twitter, and Post-Campaign perfectly and the results were quite impressive! Below we’ve highlighted several of the promotional methods BCT used with specific examples for you. The steps are quite simple, but when followed correctly they can be the key to having a (or many) successful campaign.

During campaign:

  1. Write the perfect campaign description
  2. Share campaign via Facebook and Twitter (and newsletter, blog, etc. when possible)
  3. Encourage supporters to share your campaign & thank them for their support!

After campaign ends:

  1. Ask supporters to send in photos of their new items (selfies!)
  2. Create a photo album where these photos can be shared
  3. Re-launch your campaign!

Check out the video below where Fabrily Campaign Manager Kate goes over specific examples of putting these promotional methods into practice:

Fundraising with Fabrily: How to write the perfect campaign description

You’ve got your design idea and are in the process of setting up your first Fabrily campaign…now what? It all starts with a great campaign description! Below we’ll offer tips and examples on writing a great description and explain why it’s so important to the success of your campaign.

Campaign Description DO’s and DON’Ts

Your campaign description is more important than you think! Having a good campaign description adds creditability to your campaign, provides people with a way of contacting or connecting with your organization, and offers you the opportunity to ask your supporters for help promoting the campaign. Here are the DO’s and DONT’s of writing your campaign description:


  • DO write 1 – 2 paragraphs about the organization & how funds raised will be used
  • DO include inks to your website, social media accounts, etc.
  • DO make sure to thank people for their support and ask them to help you promote the campaign through their social media accounts


  • DON’T make your campaign description too long – this is something we see a lot and it is a big NO-NO! When your description is super long it makes viewing different styles/colours very difficult. Also having the “buy now” button clearly visible increases the chances of people making a purchase.
  • DON’T leave out links to your website or the website of the organization where the funds will be sent – the absence of this information can make a campaign look less credible; people want to know where the funds raised are going.


1. Marie Curie Fundraiser


Vicki wrote up a great description for her campaign – she explains why she is raising funds, how the funds will be used, included links to her social media accounts, as well as asked supporters to help her promote the campaign via social media. Also notice the shirt styles and colour options are clearly visible.

2. Blackfish Brigade


Blackfish Brigade is a perfect example of a good campaign description – all the information is clearly visible, they have included links to their social media accounts, and they thank their supporters as well as explain exactly where the funds raised will be sent.

3. MSA Awareness


This campaign description by MSA Awareness is short but it tells us the main things we need to know– who the fundraiser is for, how the funds will be used, and where we can find more information about the organization. Notice the colour options are clearly visible as well as the green “buy now” button.

For more tips please visit our Success Stories page where we provide video tutorials, campaign insight, advice from past campaigners, and promotions guides for Facebook, Twitter, and post-campaign promotion.

The Power of Teamwork: IPIF’s community support & how it helped make their campaign a success


The Incontinentia Pigmenti International Foundation (IPIF) has just launched their first successful Fabrily fundraising campaign! IPIF is a voluntary nonprofit organization whose mission is to encourage and support research on Incontinentia Pigmenti (IP), which is a genetic disease that affects the skin, hair, teeth, and central nervous system.

Not only does IPIF fund research to help find a cure for this debilitating disease, but it also offers advice, information, and emotional support to families affected though discussion forums and social media.


IPIF’s first Fabrily fundraising campaign featured a variety of shirt styles and ended up selling over 100 different items generating over £500 GBP/€650 EURO/$800 USD.


IPIF’s President and fundraising coordinator, Laura Richter, offers insight and tips on IPIF’s fundraising experience through Fabrily.

Can you give us a bit more information on your organization?
Susanne Bross Emmerich whose extended family gave birth to a baby girl with Incontinentia Pigmenti, founded IPIF in 1995. Susanne made a promise to her “that when she was old enough to have her own children the mysteries of IP will have been uncovered, and she would not have to suffer the experiences of her parents.” The Foundation initially was named National Incontinentia Pigmenti Foundation, (NIPF) it wasn’t until June 1, 2001 that the new name Incontinentia Pigmenti International Foundation, (IPIF) was adopted. This name change occurred because in 1996 Susanne organized the International IP Research Consortium (IIPRC), a Consortium which after much dedicated time and work with the assistance of volunteering families world wide, and the generous donations of others located IP on the NEMO gene. This was an enormous breakthrough for Incontinentia Pigmenti and now more is known and pregnancies can be tested prior to birth. The first step in her promise was completed, but there is much work still needed before we will know everything about IP leading someday the proper diagnosis, treatment and possibly a cure.

The foundations physical location is in New York, NY USA. On May 1, 2014, I was honored when asked to begin running the foundation and I hope to continue to do so for many years to come. I must add that our Foundation is a family. IPIF families also volunteer with me in the efforts to improve the futures of all individuals afflicted with IP. Without our volunteering families we could never have come as far as we have or go as far as we hope too. 

Congratulations on your successful campaign – how will your organization use the funds that have been raised?
We ran this T-shirt campaign along side with an additional booster and 5K live and virtual events. With the monies raised from all of our efforts combined we are helping fund a much-needed IP Biobank. The IP Biobank will be a great opportunity for all patients around the world to be included in new therapeutic clinical trial projects. It will give scientist around the world who do not have access to a sufficient number of cases the research tools they need to continue with their work and the ability to start new projects. The IP Biobank is the future all those affected. If you would like to learn more about this wonderful project we encourage you to visit the IP BioBank website

How did you initially hear about Fabrily and why did you decide to use them?
We found Fabrily while doing an online search of a T-shirt campaign company that would ship internationally. After reviewing several options we thought Fabrily offered exactly what we would need for our families with a great product that shipped to 178 various countries around the world. What made Fabrily our choice over the other companies was their ability to ship worldwide along with offering our supporters more then one shirt style.

 Overall how was your campaigning experience ? Would you recommend Fabrily to other organizations?
I personally could not be happier with Fabrily. They offered personal assistance, returned every email sent in a very timely fashion and went out of their way to help us on various social media sites with complimentary advertisements for use. Feedback from our families was also very positive when they individually contacted Fabrily. We will without a doubt share our experiences at Fabrily with others.

What were some of the specific promotional methods you used for your campaign?
I started with our IPIF family members. With their help and by us all working together we were able to make this campaign successful. The campaign started in our private support group for IP on Facebook. From there we created a public Facebook event where members and friends of friends were able to send more and more invitations to join us. We also kept communicating with everyone about the progress of the campaign and encouraged sharing through personal Facebook profiles, Facebook groups/pages, email, personal phone calls to family. We additionally made our campaign efforts known on twitter and IP family blogs.

Were there any particular aspects of using Fabrily that really stood out to you?
Kate Shoaf (Fabrily Campaign Manager) went above and beyond any company contact I have ever worked with before. She sent a friend request to our Ipif IP Facebook profile and joined the event we had created and followed us on Twitter. Her communications with myself and other IP family members was more then expected and appreciated. The complementary advertisement banner Fabrily created for us was a priceless tool. For countless years to come we will use their design with our awareness ribbon and we thank Fabrily for this additional gift of Hope.

The Fabrily Team would like to congratulate IPIF on their outstanding fundraising efforts and the wonderful work their organization does. For more on successful fundraisers, promotional tips, video tutorials, and campaign insights please visit our Success Stories page.