Compassion Gallery - Bark Communications

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Compassion Gallery

Kickstarter-backed VR gallery turns art into charity dollars.

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The Opportunity

Compassion Gallery is a unique opportunity for Bark. Featuring the fine art photography of Bark's CEO, Ray Majoran, and President, Brian Klassen, Compassion Gallery supports the most vulnerable by donating 100% of after-tax profits to charity. Compassion Gallery originally engaged the team at Bark to develop a comprehensive plan and strategy for its BAM ("Business as a Ministry"). Once completed, Bark was engaged to execute on its plan.

The Approach

The art world is a very challenging place to do business, especially for a couple of low-spotlight artists. Couple that with the fact that Compassion Gallery's primary audience is people who are passionate about philanthropy and caring for the most vulnerable, and Bark had a great task at hand!

To begin, we came up with a strategic approach to creating Compassion Gallery as a BAM ("Business as a Ministry"). Next, we performed market research and executed a full SWOT analysis, which gave us the baseline for creating operational reports and strategies. 

With an operational plan in place, we constructed the Compassion Gallery brand, along with strategic brand guidelines and a public relations strategy. The first part of the PR strategy was putting together an aggressive Kickstarter campaign to promote Ray and Brian's work, along with Compassion Gallery's first book, titled unOblivious. The campaign raised over $40,000 for the project.

We then developed a comprehensive online gallery that featured Ray and Brian's work in a unique way. Using technology that we developed from scratch, we created a beautiful room preview tool that allows visitors to view any artwork in a virtual space. Viewers can interact with various spaces, wall colors, framing choices and art sizes. From there, they can purchase any artwork they like along with their preferred matting and custom frame choice.

Finally, we executed the second half of the PR strategy, which included newsletters, press releases, and social media awareness.

The Results

Compassion Gallery is now a fully functioning gallery, completely powered through digital mediums.

Through Bark's public relations efforts, Compassion Gallery and its photos have been featured around the world, seeing press from a number of organizations including:

  • The Washington Post
  • 100 Huntley Street
  • Business Insider
  • CBC
  • The Weather Network
  • MSN

Most of all, the company is succeeding in its mission, and has raised thousands of dollars to help care for the most vulnerable around the world.


Bark is Compassion Gallery's solution partner and agency of record. We continue to partner on all of Compassion Gallery's operational, marketing, creative, and technology needs.