Year End Fundraiser

2025

Housing Hope

Marketing Manger

Timeline: October - December, 2025
Campaign Type: Integrated Year-End Fundraising & Impact Campaign

Structure included a website landing page, email campaign, social media graphics and ads, blogs posts, print ads, and more.

This project was a comprehensive year-end fundraising and storytelling campaign designed to increase donor engagement, communicate organizational impact, and drive year-end giving for Housing Hope and its workforce development affiliate, HopeWorks.

As the Marketing Manager and creative lead, I oversaw campaign strategy, visual direction, messaging architecture, and execution across email, social media, paid ads, and print/digital assets. The campaign blended data-driven urgency with human-centered storytelling to connect donors to the real outcomes of housing, job training, and childcare support in Snohomish County.

The result was a cohesive, emotionally resonant campaign that sustained momentum from early December through the final hours of the year.

Objectives

Primary Goals

Increase year-end donations through a time-bound matching opportunity
Strengthen donor trust through transparent, story-driven impact reporting
Maintain engagement across multiple touchpoints without donor fatigue

Secondary Goals

Position Housing Hope as a long-term, stable community anchor
Elevate lived-experience voices alongside leadership and board perspectives
Create reusable creative frameworks for future campaigns

Strategy & Concept

Core Campaign Narrative

The campaign was structured around a simple but layered story: A safe home is the beginning—but not the end.

From that foundation, the campaign unfolded in three thematic phases:

Homes – Stability and safety
Jobs – Independence and dignity
Kids – Future opportunity and hope

Each phase reinforced the idea that Housing Hope’s work is interconnected—housing enables employment, employment supports families, and families create stable futures for children.

Creative & Messaging Framework

Visual Direction

I developed a cohesive visual system that:

Balanced warmth and urgency through bold color contrasts
Used friendly, illustrated motifs (arrows, progress bars, icons) to visualize momentum
Maintained accessibility and clarity across platforms
Design consistency allowed supporters to immediately recognize campaign assets while still feeling variety and progression over time.

Voice & Tone

Messaging intentionally avoided crisis-driven language. Instead, it emphasized:

Stability over scarcity
Progress over panic
Partnership over transaction

This approach aligned with Housing Hope’s brand values and built trust during a high-frequency fundraising period.

Storytelling Approach

Human-Centered Narratives

The campaign centered real voices:

Residents and families (e.g., Amelia, Isha, Erick & Marina)
Program graduates (e.g., Cody, HopeWorks)
Board members and leadership (Amanda, Glen, Rachel)

Stories were adapted thoughtfully across formats:

Long-form email narratives
Condensed social captions
Video-first storytelling with text-forward companions
Each story reinforced the same message from a different angle—ensuring repetition felt meaningful, not redundant.

Channel Execution

Email Marketing

Multi-part impact series (Homes → Jobs → Kids)

Short-form urgency emails for Dec 30 & 31
Strategic subject line testing and resend segmentation
Clear CTAs adapted as the match was met and surpassed
Social Media
Long-form storytelling posts
Video-first impact features
Match progress updates with celebratory urgency
Distinct messaging for organic vs boosted content

Paid & Static Assets

Match graphics with real-time progress updates
Ad copy variations aligned with funnel stage
Visual countdown and momentum framing

Adaptive Strategy

One key challenge—and opportunity—was that the donation match was completed early.

Rather than ending urgency, I pivoted messaging to:

Celebrate collective success
Emphasize continued need beyond the match
Position gifts as momentum-building rather than gap-filling
This adaptive shift allowed the campaign to continue performing strongly through the final days of the year.