Developed targeted marketing collateral, curated mini-campaigns, and redesigned the foundation site for Rutgers' $1 billion fundraising campaign, boosting online giving by $52K in one week and contributing to $600K in donations within two months.
CHALLENGE
During Rutgers University's ambitious $1 billion fundraising campaign, my role involved crafting marketing collateral that would not only raise awareness but also convey the profound impact of prospective donations. The challenge was to create materials that connected potential donors with the university’s vision and communicated why their support was essential. This included designing and producing a wide range of materials—such as invitations, direct mail, email blasts, social media content, donation kits, and quarterly IMPACT magazines—tailored to resonate with donors and encourage their engagement. I also led the redesign of Rutgers' foundation site to streamline the donation process, ensuring ease of use and an enhanced experience that aligned with campaign goals. Coordinating these efforts within a short timeframe required managing a team of one designer, freelance photographers, and multiple vendors, as well as negotiating costs to stay within budget.
OUTCOME
The campaign’s collateral helped significantly boost donor engagement and awareness. The redesigned foundation site made the donation process more user-friendly and contributed to an increase in online giving, generating $52K in one week. My creative direction over the RU a Henry? campaign helped to aide in $600K in donations within 2 months. University events garnered strong attendance, with invitations, direct mail, and social media posts effectively reaching targeted audiences. The donation kits, mini-campaigns, and impactful videos showcased the benefits of giving, helping donors and students alike understand the meaningful change their contributions would bring. These efforts collectively strengthened Rutgers' fundraising campaign, fostering a deeper connection with donors and ultimately advancing the university’s mission.
SERVICES
Creative Direction and Design Lead | Content Creation | Video Production | Vendor Management | Campaign and PR Management | UX/UI Design
