Three years building the marketing and communications program for a local nonprofit.
Boys & Girls Club of the Foothills serves kids in the San Gabriel Valley — after-school programs, mentorship, and community. When I joined, the marketing program existed but had no real strategy behind it. Over three years I redesigned and modernized it: brand, digital infrastructure, fundraising systems, and the content strategy that tied it together.
Goals
Local brand identity and voice
Community-first messaging
Real social media strategy
Digital fundraising infrastructure
Monthly donor retention program
CRM migration and setup
Grant applications, fundraising support, marketing materials.
Formalized after the brand, content, and digital strategy work took hold.
A role created around what I built. Still running today.
Every channel had a job, and they were built to reinforce each other.
Social Media
Consistent voice, graphic design, and storytelling. Grew following 30% and engagement rate from 3.11% to 4.2%.
Fundraising campaigns, donor retention, and a monthly giving newsletter with personalized appreciation touchpoints.
Print & Signage
Brochures, display ads, field signs, and campaign materials including dedicated pieces for the monthly donor program.
Web & Digital Fundraising
Updated the website and built digital donation pages. Added text-to-give. Before this, donors had to fill out a paper form.
Video
Introduced video to the channel mix — interviews with kids, staff, donors, and board members woven through campaigns.
CRM & Donor Systems
Migrated to Bloomerang, cleaned donor data, and built management systems for fundraisers, board members, and corporate sponsors.
When the pandemic hit, we were already further along digitally than most. I led marketing and communications for virtual programming, keeping the community connected through a year the Club was largely shut down.
The virtual programming launch earned coverage from ABC7, recognizing Boys & Girls Club of the Foothills for how it moved quickly to serve its community during COVID-19. Read the story →
Fundraising
73% YoY increase during the year the Club was largely shut down.
Social Media
30% follower growth. Engagement up from 3.11% to 4.2%.
Monthly Donors
25% growth through a redesigned retention program with dedicated branding and email nurturing.
