Built the marketing and communications infrastructure for a local nonprofit from the ground up: brand identity, digital fundraising, multi-channel campaigns, CRM systems, and crisis communications. A role that grew with the work, and a program still running today.
I came in as a Development Assistant, helping with grant applications, marketing materials, and fundraising support. But they noticed the writing and the visual storytelling early, and the work kept expanding. Over three years I was promoted twice, eventually into a role the organization created specifically around what I had built.
When I arrived, Boys & Girls Club of the Foothills had a brand identity handed down from the national organization, no real social strategy, outdated fundraising infrastructure, and deficit-based language that positioned the kids they served as recipients of charity rather than members of a community. I rebuilt all of it.
What needed to change
Develop a distinct local brand identity and voice
Shift language from deficit-based to community-empowering
Build a real social media strategy beyond occasional updates
Modernize digital fundraising so people could actually give online
Rebuild the monthly donor program with intentional retention strategy
Migrate and build out CRM systems for donor and board management
Development Assistant era (2018)
Marketing & Outreach Coordinator era (2020)
Marketing & Digital Media Strategist era (2021)
The promotion path here wasn't about time served. Each step up reflected a real expansion of scope and by the end, the organization had created a dedicated position around the infrastructure I had built.
Grant applications, fundraising support, marketing materials. Got my hands into everything early.
Formalized the marketing role after demonstrating the impact of brand, content, and digital strategy work.
A role created around what I built. The program and systems I put in place are still running today.
The club had been operating with a brand passed down from Boys & Girls Clubs of America functional, but not theirs. I built a distinct local identity with updated visual design, a fresh color palette, and a complete shift in language.
The old messaging centered on kids in need. The new messaging centered on community the relationships, the growth, the people. That shift changed how donors connected with the organization, and how the community saw itself reflected in the brand.
Brand design example
Social post example
Print or email design
Every channel served a purpose and they were designed to reinforce each other. Social built awareness and community connection. Email nurtured donors. Print extended the brand into physical spaces. Video told the stories that everything else pointed to.
Social post example
Social Media
Moved from sporadic updates to a real content strategy with consistent voice, graphic design, and storytelling. Grew following 30% and improved avg engagement rate from 3.11% to 4.2%.
Email campaign
Designed and ran email campaigns for fundraising, donor retention, and monthly giving. Built custom newsletters for the monthly donor program with personalized appreciation touchpoints.
Print or signage
Print & Signage
Created brochures, display ads, field signs, and in-person signage for campaigns including dedicated materials for the monthly donor program.
Website or donation page
Web & Digital Fundraising
Taught myself HTML and CSS to update the website and integrate accessible digital donation pages. Added text-to-give. Before me, donors had to fill out a paper form.
Video still or reel
Video
Introduced video as a new content format, producing interviews with kids, staff, board members, donors, and program participants. Video became a storytelling thread woven through campaigns rather than a standalone channel.
CRM or donor data screenshot
CRM & Donor Systems
Led migration to Bloomerang, cleaned donor data, and built out the management system for fundraisers, board members, and corporate sponsors. Monitored donor relationships to identify outreach timing and engagement opportunities.
One of the things I'm most proud of is that I had already been pushing the organization toward digital modernization before COVID hit. When the pandemic arrived, we were more ready than most and we moved fast.
I led the communications and marketing for the virtual programming launch, coordinating messaging across all channels to keep the community connected. That effort earned coverage from ABC7 News.
When the pandemic hit, the Club was down and fundraising could have collapsed entirely. Instead, we moved fast. Having already pushed toward digital modernization, we were better positioned than most to pivot. I led the marketing and communications for virtual programming, helping keep the community connected and the Club visible. We created virtual fundraising and marketing efforts that brought the community in rather than just asking for donations. The 73% YoY increase in contributions reflected the cumulative work across three years: the brand, the digital infrastructure, the donor relationships, and the ability to move quickly when it mattered.
The virtual programming launch earned coverage from ABC7, recognizing Boys & Girls Club of the Foothills for how it moved quickly to serve its community during COVID-19. Read the story →
Connector Campaign or virtual fundraiser content
These results didn't come from one campaign. They came from three years of rebuilding how the organization communicated, fundraised, and connected with its community.
Fundraising
73% year-over-year increase in annual contributions during a year when the Club was largely shut down. The number reflects the full body of work: modernized digital giving, stronger donor relationships, and the ability to pivot fast when COVID hit.
Social Media
30% follower growth and average engagement rate improved from 3.11% to 4.2% the result of a consistent brand voice and strategic content, not just posting more.
Monthly Donors
25% growth in monthly donors through a redesigned retention program with dedicated branding, email nurturing, field signs, and personalized appreciation.
Earned Media
ABC7 News coverage of the virtual programming launch a direct result of moving fast, communicating clearly, and having the infrastructure to pivot when it mattered.
Lasting Impact
The organization created a dedicated role around the work I built. The program, the systems, and the brand are still in use today.
Digital Infrastructure
Rebuilt the donation experience from a paper form to a fully digital, text-to-give enabled system and migrated the organization's CRM to Bloomerang before the pandemic hit.