Campaigns
Here are a few examples of strategic creative campaigns I developed and spearheaded to support nonprofit operations and development through fundraising and program support.
Betty White Challenge
Conceived and deployed fundraising campaign during early viral spread of the #BettyWhiteChallenge on social media (a viral movement encouraging $5 donations to local animal shelters in honor of the late actress’ would-be 100th birthday). Strategic messaging and early-bird launch raised over $100,000 via social media and website, garnering media coverage from multiple local outlets.
Puppy Mill Rescue Campaign
Led media response and fundraising efforts in response to a Raleigh puppy mill rescue effort. I attended the bust to collect powerful photography that captured the scene, published a rapid response social media campaign, conducted interviews with the press, and worked with my team to share email appeals and update website and donation form information to reflect the unfolding events.
This emergency campaign raised over $100,000, garnered an overwhelming amount of adoption interest for the rescued dogs, and led to nearly 40 news articles covering the event.
I’m thrilled to share that all 101 of the dogs – rescued by the various organizations who respond to this bust – went on to find new, loving families to call their own.
Dogs in Duckie Pajamas
Dog adoption promotion launched in response to declines in adult dog adoption mirroring nation-wide trends. Designed a visually engaging and sharable campaign strategy to create local buzz and garner media attention. The promotion received great feedback and was popular on social media, notably shared by prominent social media page We Rate Dogs.
The campaign resulted in a 40% increase in adult dog adoptions compared to the same time period in the previous year.
Vet Recruitment Social Ad Campaign
End-to-end production for a sketch-comedy style recruitment ad for an urgent veterinarian hiring need. Recruitment content is generally a bit dry and drives low engagement, so in order to maximize organic reach, leverage free word-of-mouth sharing amongst the vet med community, and showcase the culture of the organization, I wrote, directed, filmed, and edited this over-the-top, one-shot video ad.
This video received incredibly positive feedback, significantly increased traffic to the target webpage, and – most importantly – led to an exciting wave of candidates for the position.
Some feedback from the comments section:
“Hilarious! Who wouldn’t want to work here?”
“Shared! I want to work here!”
“This is a masterpiece”
“Love this ad for shelter medicine!! Couldn’t agree more- Sending to my colleagues”
“I'm applying!! Definitely going to help you and all the animals”
“‘Oh that’s a bingo’ lol sending my resume”
Boop-a-Palooza
A little “on the nose”—we invited our community to purchase “Certified Boops” in exchange for donations. Based on their giving tier, supporters received either a digital or physical Polaroid photo of a pet being “booped” along with a signed Certificate of Boop Authenticity. This light-hearted, short-term fundraiser raised over $10,000, converted new donors into recurring and monthly supporters, and strengthened feel-good relationships with our community.
The promotion received great feedback from participants:
“Thank you for the best email we've ever received.”
“This is the best thing I’ve ever seen ❤️”
“When I say this MADE MY DAY!! Such a genius campaign; thanks for all you guys do. ❤️”
“Your team absolutely made my week! Thank you so much for this incredible idea y'all had to share joy with others.”
“This email made my very difficult day instantly better. Since I made a $20 boop donation, can I also do a $100 donation for the same pup?”