Our 2025 Summer Campaign surpassed its $100,000 goal through a multi-channel appeal including e-blasts, print, organic and paid social, digital ads, and direct mail. Grounded in the idea that saving a life takes so much, from X-rays and gloves to patience, compassion, steady hands, and gentle hearts — the campaign honored the many seen and unseen pieces behind every rescue.
I served as project manager and creative lead from concept through execution, developing the fundraising and marketing strategies, directing designers, shaping storyboards, co-producing video content, leading copywriting and campaign rollouts, and managing media relationships.
Socials
Organic Efforts
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Organic social media is one of the Shelter's strongest marketing channels, allowing us to keep our community engaged throughout the campaign. Every touchpoint is thoughtfully aligned with the appeal's creative direction, from IG Stories and feed posts to trending content, FB community groups, and themed profile photos, banners, and graphics across our platforms.
This cohesive approach keeps the campaign top of mind, extends its reach organically, and creates a seamless experience wherever supporters connect with us online.
Paid Efforts
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Paid social is used strategically throughout the appeal to maintain momentum during slower periods. We boost key campaign moments, often aligning ads with print stories and media coverage to maximize reach, reinforce messaging, and drive donations.
Print Ads
Despite the rise of digital marketing, print media remains incredibly effective in Santa Fe. Each appeal includes thoughtfully crafted print ads that educate, inspire, and tell heartfelt stories while driving readers to the campaign landing page. Every print placement uses a unique tracking URL or QR code, allowing us to measure performance and gather valuable marketing data that informs future campaign strategy and optimization.
Ad #1
Ad #2
E-Blasts
E-Blasts
E-blasts are the backbone of our campaign strategies, generating roughly half of total appeal revenue. For this effort, I wrote and strategized a six-email series that progressively revealed what it takes to save a life, building narrative momentum, donor trust, and urgency over time!