CAMPAIGN DEVELOPMENT
An example of a content campaign that I developed in partnership with the STRIDE Center at Michigan State University.
GOAL
Give Green Day is an annual 24-hour donation drive for various projects at Michigan State University (MSU). A project or group from each university department is chosen to set a fundraising goal, make their pitch, and collect donations over a 24-hour period.
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In 2024, the Services, Training, and Research for
Independence and Desired Employment (STRIDE) Center was chosen as the College of Education's Give Green Day recipient. The STRIDE Center is designed to support and train underserved individuals with disabilities, their families, and other community stakeholders.
The STRIDE Center staff asked for my help coordinating a content campaign to bring in donations on Give Green Day. They set a goal of $5000.
STRATEGY
Together with the STRIDE Center staff, I helped develop a month-long content campaign. In addition to email promotion on several university listservs, frequent social stories, and encouraging word-of-mouth buzz, this campaign included:
Assembling a brief, friendly call-to-action video featuring the STRIDE Center's Manager and providing instructions on how to donate to STRIDE on Give Green Day.
Publishing an engaging and persuasive pitch highlighting the STRIDE Center's goals, mission, and values.
Creating a series of collaborative social media posts with the MSU College of Education main social media account, including a quote from the College Dean naming and celebrating the STRIDE Center's impact.
RESULTS
I'm proud to report that we exceeded our fundraising goal by $900. This was a huge win for the STRIDE Center and a wonderful experience of successful professional collaboration.
