When COVID-19 hit, YMCA wellness centers closed, and financial hardship worsened throughout Metro Denver. As a nonprofit that has historically responded to crises, disasters, and war, the Y immediately launched an emergency response plan. This included a new free food distribution program, emergency childcare for essential workers, wellness checks on isolated seniors, and virtual wellness offerings. To address lost membership and program revenue, I worked closely with a team of three to launch an emergency development campaign to fund this crisis response.

 

Featuring photos of emergency childcare and staff distributing free food, the campaign centered on Giving Tuesday, as well as a matched gift from a sponsor. It included a direct mail letter as well as email marketing, paid and organic social media posts, and google display ads.

 

I also created an emotional video ask telling the story of the Y's pandemic response and encouraging donations. This video included a combination of clips I filmed in 2020 and stock videos, and was shared across social media platforms and in fundraising emails. ​

 

Ultimately, the campaign surpassed its $1 million fundraising goal with record-breaking digital donations.