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CAMPAIGNS & CONTENT

Campaigns & Content: Welcome
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LMAS/NIKE GRANT CAMPAIGN

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Marathon Kids partnered with Nike and Let's Move! Active Schools (LMAS) to collaboratively provide funding opportunities for school communities to participate in Marathon Kids programming (run clubs). With an available $750K in LMAS grants allotted for new Marathon Kids running clubs, it was my responsibility to garner enough interest to take advantage of all available funding within a one-month period. 

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MarCom efforts were the primary driving force in grant applicants, which resulted in a total of $1.4M requested through grant applications for Marathon Kids programming. Our goal was surpassed within the first two weeks of the grant portal's opening. 

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Below are sample components of this targeted-audience campaign. 

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APA! IS TURNING 70

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Austin Pets Alive! celebrated its tenth anniversary in 2018, right on the heels of a banner and exhaustive fundraising year. The campaign theme was "APA! is Turning 70 [...in pet years!]." We needed to accomplish three primary objectives: 

  1. Celebrate and promote storytelling amongst our internal community and network of stakeholders. The NGO started as a grassroots movement and it was imperative that our volunteers, donors, legislative partners, fosters and staff felt like this milestone was a win for them, too. 

  2. Continue the public awareness objective of differentiating APA! from other shelters. 

  3. Fundraise to meet aggressive operational fiscal needs.

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Our plan of attack involved an omni-channel, integrated campaign. We partnered with Sapient Razorfish to develop top-tier collateral for the campaign. We branded all of our owned channels with campaign collateral, garnered earned media attention, had an onsite interactive activation, deployed segmented email and direct mail marketing and a parallel social media strategy. The No-Kill Anniversary Party was the campaign's culminating event. 

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The results? 

  • The most profitable and well-received No Kill Anniversary Party to date, which included Mayor Steve Adler attending the event to declare Sept. 22, 2018 "Austin's No-Kill Anniversary Day." 

  • Multiple media placements in local outlets, including a feature on APA!'s executive director, Dr. Ellen Jefferson, in Austin Woman.

  • Meeting the campaign fundraising goal for month and increasing event revenue by 56% from year prior.

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Sample campaign material includes the executive appeal mailer, event recap, and marketing email. 

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#BETTERTOGETHER

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The #BetterTogether campaign was our 2018 EOY fundraising solicitation. After monthly appeals – and trying to balance donor fatigue with urgent, ongoing needs due to an increase in capacity from Hurricane Harvey – we developed this campaign to mobilize donors during the fiscal year-end. Adding complexity were the new tax laws, which started impacting nonprofits across the country when most rely on this final fundraising push. 

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Our approach involved:

  • Wraparound campaign branding on all owned and tangential channels (such as the APA! Thrift Store)

  • Heavy collaboration with the development department

  • Customized segmented digital appeals via email marketing

  • Leveraging our social channels

  • Media placements

  • Print marketing

  • Online advertising

  • A final "Dollar Dash" sprint around the New Year

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As a result, after increasing the YOY goal by 15%, we were able to meet aggressive fundraising goals to support our scaled operational capacity. 

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Sample elements of the campaign include this #BetterTogether e-solicit and this executive letter, sent as an email, direct mailer and posted on the website to reach various audiences.

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ADDITIONAL CONTENT SAMPLES

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Campaigns & Content: Text
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