End-of-Year Giving Campaign
Team Rubicon (Veteran-Led Non-Profit) / 2019
GOAL: Drive year-end donations to support disaster response operations, align messaging and creative across digital channels to maximize impact, and strengthen donor connection through unified brand storytelling.
Challenges
Urgency-driven campaign with limited lead time and high fundraising targets
Needed to balance emotional impact with operational transparency
Required coordination across multiple digital and media teams under tight deadlines
Approach
Developed and led integrated campaign strategy across paid, organic, and owned media
Directed creative production including email design, paid assets, landing pages, and SEM copy
Aligned content with impact storytelling to motivate donor action
Optimized performance across channels in real time to maximize returns
Ensured clear reporting and stakeholder alignment from launch through post-campaign review
Paid Social - GIF Ads
Outcomes
Surpassed year-end fundraising goals, resulting in a major lift in operational funding
Increased donor engagement across all channels, with particularly strong performance from paid media and email
Strengthened the organization's capacity to respond to early Q1 disasters with added financial flexibility
Solidified end-of-year giving as a core component of the brand’s annual fundraising strategy