Rebranding Year End Giving - Making Futures Bright
2024: Leading the Rebrand
The Opportunity
Year-End Giving was the organization’s most critical fundraising window, but lacked a cohesive creative identity and unified narrative across channels. Messaging felt tactical, not campaign-driven.
I identified the need for a full strategic and creative reset.
My Role
Led the development of a new campaign identity: Making Futures Bright
Partnered with agency and internal creative teams to unify storytelling, visuals, and messaging
Built alignment across digital, direct mail, hospital marketing, and development officers
Integrated patient-centered storytelling and matching gift urgency into all core touchpoints
Elevated the campaign from siloed tactics to a coordinated omnichannel strategy
This was a full campaign architecture shift — not just a visual refresh.
2024 Results
The rebrand delivered measurable performance gains:
Digital fundraising exceeded goal at $630,918 (+11% to goal; +13% YOY)
Matching gifts exceeded goal at $230,000
Total revenue surpassed $1M
The new identity increased cohesion across paid, organic, email, and mail — strengthening donor clarity and urgency.
2025: Expanding Digital & Marketing Infrastructure
In 2025, rather than reinvent the campaign, I focused on scaling and optimizing the model.
Strategic Expansion
Expanded email segmentation and volume strategy
Strengthened paid search and Performance Max efforts
Increased collaboration with hospital marketing for integrated placements
Introduced new on-site activation and stewardship components
Engaged Board of Directors in matching gift strategy
The campaign matured from a rebrand into a repeatable fundraising engine.
2025 Performance
Digital revenue reached $583,652 (+2% to goal)
Digital gifts increased +10% to goal
Email drove 45% more gifts during Giving Tuesday
Paid social conversions increased 43% year-over-year
Even in a year of donor fatigue and fragmented giving behavior, the campaign maintained strength through deeper digital integration.