Concepts and Campaigns
I love inspiring people to action—to donate, follow, and volunteer— through creative and compelling campaigns. Check out some of my recent projects.
Rescuing Disabled Ukrainian Refugees - 2022
Goal: Issue Awareness + Fundraising Campaign
Concept and Campaign: Share the overwhelming challenges for refugees with disabilities. Raise funds for Joni and Friends to rescue hundreds of people with disabilities and their families from Ukrainian war zones and provide safety and ongoing care through “Joni’s House” programs.
To do this, we stayed in close contact with Galyna, our International Coordinator in Ukraine, as she faced Russian attacks. Galyna gave personal interviews from her dark basement where she sheltered from falling bombs. She also shared photos and stories as she worked 24/7 to lead 8 caravans of people with disabilities on the dangerous trek to the Polish border.
We quickly compiled the content and messaging into a digital-first communications plan that brought awareness to the plight of people with disabilities during war, as well as how Joni and Friends provided hope and critical rescue resources. Stories were shared across social media, blog and email, PR outreach, direct mail, and digital advertising.
Joni and Friends garnered multiple story placements and interviews across all major Los Angeles news networks, nationally on NBC Nightly News with Lester Holt, and numerous faith-based news sources. We received more than 10 million social media impressions and more than 1.5 million video views during March and April 2022. Website users increased by 66% and we saw a 92% increase in digital fundraising over prior year, specifically to the Joni’s House refugee campaign. Joni and Friends also reached a record high for donor acquisition during March 2022 with a 117% increase compared to prior year.
My Role: Communications/PR Lead, Fundraising Concept Lead, Content Strategist, Writer
Featured Stories
Sample News Coverage
The Perfect Gift: More Than a Wheelchair - 2021
Goal: Major Fundraising Campaign
Concept and Campaign: Create a multichannel year-end fundraising campaign centered on the life-changing gift of a pediatric wheelchair and Bible. Share a story of transformation through the lens of Joni and Friends’ biblical commission: to go out quickly and compel people with disabilities to come in so that God’s house will be full.
To do this, we introduced Levi who lives with cerebral palsy and kidney disease in El Salvador. His needs require around-the-clock care from his family who already struggled with food insecurity prior to the pandemic. We developed a storytelling campaign that featured an episodic video series; it brought the audience to Levi’s home to understand his challenges with disability and poverty. We then shared how Joni and Friends goes out and compels people with disabilities to come into God’s house so that it will be full through the story of Levi’s transformation. He received a pediatric wheelchair and Bible, along with comprehensive care through Joni’s House, which brought hope and dignity to his entire family.
The storytelling and fundraising campaign was featured on the organizational website, social media, digital ads, email, direct mail, and gift catalog and drove a 100.9% increase in fundraising revenue over prior year.
My Role: Concept Lead, Campaign Strategist, Content Director
The Perfect Gift Campaign Page
Until His House is Full Video Series
Joni and Friends Rebrand - 2019
Goal: Modernize Brand + Brand Awareness
Concept and Campaign: Joni and Friends was most recognized for the life and work of its aging quadriplegic Founder. To celebrate the 40th anniversary of the organization, Joni and Friends wanted to release new branding that would modernize the brand, bring more attention to the ministry programs, and eliminate a logo that wasn’t usable across digital platforms.
To do this, we developed a new logo, visual identity, and tagline that had a modern, yet timeless look. This new branding removed the awkward signature of the Founder to focus on “friends” within the logo – the people that are part of and served by the organization. Joni and Friends first launched the new branding through internal communications to gain buy-in from all stakeholders, then released the logo externally in conjunction with a redesigned website and the 40th-anniversary celebration. During 2019, web traffic to the organizational website increased by 44% over prior year.
My Role: Concept Lead, Internal Communications/Change Management Lead, Campaign Strategist, Writer
Joni and Friends Ministry Podcast
Goal: Issue Awareness + Brand Awareness
Concept and Project: Present Joni and Friends as a thought leader on disability-related issues from a biblical perspective. Provide information that reaches current and new constituents by proactively answering questions brought to the organization’s Response team and the need for for inclusion.
To do this, we launched a podcast in 2019 that addresses the commonly asked questions and share disability ministry resources in a conversational format. Host Crystal Keating, who serves on the Joni and Friends Response team, talks with a “disability expert” guest each week to hear personal stories of disability-related issues, practical ways to include people with disability, and how to find hope through hardship.
The podcast is now in 4th season and has reached nearly 200,000 listeners in this niche.
My Role: Concept Lead, Producer, Editor, Writer, Marketing/PR Lead