​​Goal: Expand the annual donor base and maximize fundraising revenue to support critical hospital initiatives and patient care programs, focusing on increasing the overall impact across the region.

I served as the primary marketing liaison to the Foundation's development team. My responsibilities included crafting the campaign narrative, working directly with the external agency and the foundation team to oversee and finalize all campaign assets, ensuring the brand story maximized emotional resonance.

This campaign used powerful, relatable imagery of families from across the region, paired with geo-specific, mission-driven taglines (e.g., 'More Cha Chas in Chattanooga' or 'More Birthdays in Brainerd') to connect donors with the organization's mission:

• Imagery: oversaw a full-scale photoshoot with the agency and a professional photographer to capture stylized photos of community families for use across all channels.

• Digital: geo-targeted social media ads across the region.

• Outdoor billboards: geo-targeted messaging on billboards in specific neighborhoods across the region. 

• Print: High-end magazine and newspaper placements. 

Compared to the pre-campaign baseline, this initiative:

• Increased the average number of monthly donors by 39%. 

• Achieved a 25% growth in total individual donors across the region. 

• Drove an 82% increase in online individual donations, demonstrating effective digital fundraising optimization.