Campaigns
I lead campaigns that solve problems. Whether it’s retooling something that isn’t working, launching something new with care and clarity, or responding quickly when the stakes are high, I bring structure, good judgment, and follow-through.
My work spans fundraising, brand development, advocacy, and membership growth across nonprofit organizations. The campaigns below demonstrate how I assess context, align stakeholders, and execute with intention.
Second Act Membership
Creative membership drive for the nonprofit Newtown Theatre
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Sign-ups for 12-month memberships at the nonprofit Newtown Theatre predictably drop off after the first 3-4 months of the year. Prospective members hesitate to pay full price for a partial year of benefits. The theatre needed a way to stimulate membership growth without prorating or changing its membership program structure.
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As the marketing director for the Newtown Theatre, I conceived and executed a new mid-year membership program, owning strategy, messaging, creative, landing page development, and analysis.
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I developed the idea for a mid-year “Second Act” membership that reduced the cost to half the annual rate while preserving all member benefits. The goal was to position the offer not as a discount, but as a smart, welcoming entry point for people who were curious about membership but price-conscious or late to the season.
I handled the campaign end-to-end, from naming and messaging to landing page development, email announcements, and supporting creative. The copy was intentionally punchy and straightforward, leaning into simple math and clarity rather than urgency or gimmicks. Visually, the campaign aligned with the theatre’s brand while feeling distinct enough to signal something new.
The campaign ran as a focused mini-push across email, social media, and the website, and brought in new members during a traditionally slow period. Just as importantly, it introduced a new audience to the membership program in a way that felt accessible rather than exclusive.
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The campaign generated 100 new memberships in four weeks and additional revenue during a traditionally slow period, while welcoming new audiences to the membership program.
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ABA Our Way
Statewide advocacy campaign for autism therapy provider Potential, Inc.
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In 2020, Pennsylvania’s Office of Mental Health and Substance Abuse Services announced it would no longer support the use of federal Medical Assistance funds for center-based one-on-one ABA therapy. For many families served by Potential, Inc., this decision threatened access to care that could not be replicated in a home setting. The leadership of Potential, Inc. in Bucks County needed to respond quickly, clearly, and at scale.
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As a manager with Potential, Inc.’s marketing agency, I partnered with leadership to develop a grassroots advocacy campaign from scratch, providing branding, messaging, website development, and digital campaign support.
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Using Potential, Inc.’s cheerful color palette and clean design as a starting point, I developed a brief branding guide for the ABA Our Way campaign. The guide defined colors, fonts, and a simple logo system that visually linked the campaign to Potential without duplicating the parent brand. This allowed the campaign to feel unified and credible while standing on its own.
With the branding guide in place, I created digital marketing materials for the campaign, including web, email, and social media graphics, as well as advocacy assets that other ABA treatment centers across Pennsylvania could use to speak up on behalf of their clients.
With only a few days to launch, I worked with Potential’s leadership to turn their position statement into a focused campaign website. The site centered on a clear call to action (signing an online petition) while also serving as a hub for campaign updates and grab-and-go advocacy materials.
Throughout the campaign, Potential’s social media channels shared content from ABA Our Way almost exclusively. Every piece of content had to do two things at once: educate about the impact of the proposed policy change and motivate supporters to take action. Content included testimonials from families who would be directly affected, fast facts about the statewide implications of the decision, and clear, direct encouragement to speak out and share.
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Following negative press coverage and over 10,000 petition signatures, the state of Pennsylvania reversed its position in early 2021 and agreed to continue funding center-based ABA services.
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Serenata Memory Care
Brand strategy and rollout for a three-campus Life Plan Community
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Memory care services across a multi-campus Life Plan Community in southeast Pennsylvania had developed independently over decades, resulting in fragmented naming, inconsistent messaging, and limited connection to the organization’s broader brand. Leadership wanted a unified identity that reflected the philosophy of care while navigating the sensitivities inherent in dementia care and aging services.
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As the communications manager for the Life Plan Community, I co-led the brand naming and rollout process in partnership with executive leadership and an external branding firm, with responsibility for communications strategy, internal rollout, and public-facing launch materials.
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Working closely with executive leadership and an external branding partner, I helped define the criteria for a new, unified memory care identity that could scale across campuses without erasing what residents and staff already valued.
I partnered with leadership to think through how the name should look, sound, and feel, as well as which directions were off-limits based on existing competitors and internal usage. We paid particular attention to tone, avoiding language that implied passivity or decline, and instead anchoring the brand in dignity, engagement, and quality of life. That work ultimately led to the adoption of Serenata as the unifying name for memory care services across the organization.
Beyond naming, I played a central role in planning and executing the rollout. Internally, that meant sequencing communications carefully, working with leadership to frame the change as a collaborative effort, and creating materials that helped staff understand both the “why” and the practical implications of the new brand. Externally, I supported the launch through website updates, paid search, social media, and long-form brand journalism that explained the philosophy behind the change.
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The new Serenata Memory Care brand successfully unified services across campuses and provided a clear, consistent framework for future growth. The name was adopted internally with minimal resistance, and residents and family members expressed positive feedback.
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Bucks for Books
Fundraising campaign for the Bucks County Free Library
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Bucks for Books is the Bucks County Free Library’s primary fundraiser for its collection, shared by seven branches across Bucks County. Launched as a GoFundMe in 2020 to help the library meet the unprecedented demand for e-books and audiobooks, the campaign needed a fresh approach by 2022.
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As the marketing manager for the Bucks County Free Library, I worked with library administration and a freelance designer to refresh the Bucks for Books fundraising campaign launched two years prior.
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Given lackluster growth between 2020 and 2021, I reassessed the campaign from the ground up, starting with how we told the story of the library’s collection.
Rather than leading with institutional-first messaging, I focused the campaign on real library patrons. Working with floor staff, I identified patrons who could speak authentically about how access to books, audiobooks, and digital materials made a difference in their lives. I interviewed and photographed each subject, encouraging them to share specific moments where the library’s collection had been a lifeline.
Those stories became the backbone of the campaign. I used them across email, blog posts, social media, press outreach, and a postcard placed directly in library holds, ensuring that donors encountered the same narrative across channels. To make the impact tangible, I consistently tied calls to action back to the approximate cost of a single new book, reinforcing the idea that every donation mattered.
Email was the primary fundraising channel, given the size and engagement of the library’s subscriber list. I structured the campaign to start broadly, then followed up with targeted messages featuring individual patron stories, which ultimately drove the majority of donations.
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The 2022 campaign raised more than $25,000, a 90 percent increase over the previous year. More than 75 percent of individual donations came directly from campaign emails.
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