Development Campaign
Developing and deploying a multi-channel storytelling campaign to elevate the mission and exceed goals.
Context
Teach For America DFW aimed to boost visibility and donor engagement during North Texas Giving Day, a high-competition regional fundraising event. As head of marketing and communications, I led a strategic campaign that elevated our mission, trained staff and alumni to tell their stories, and activated givers at all levels through personalized outreach and community-first messaging.
My Role
Developed and executed the full campaign strategy, including narrative arcs, visual assets, and rollout
Created and led a Storyteller Fellowship to prepare alumni and staff as campaign ambassadors
Managed content production and coordination across social, email, press, and one-on-one giving appeals
Wrote targeted donor letters and a social media toolkit used by dozens of community members
Partnered with internal teams to align messaging with development, alumni affairs, and regional leadership
Tracked performance and adjusted in real-time based on audience engagement
Deliverables
Strategic communications plan
Storyteller Fellowship curriculum & training deck
Individualized donor letter
Social media toolkit with sample language, graphics, and amplification instructions
Media coverage and audience reach
Selected Work
Included
Strategy | Toolkits | Templates | Media plans
Media Summary
Strategic Plan
Results
TFA DFW became the #1 ranked education nonprofit on North Texas Giving Day
Doubled fundraising revenue YoY
Increased alumni and staff participation in community-driven comms
Campaign storytelling assets were repurposed for national use by TFA headquarters