In the competitive world of charitable fundraising, standing out requires a strategic, multi-channel approach that balances data-driven marketing with emotional storytelling. Inclusive Tomorrow, an organization funding 1,000+ inclusive projects per month through raffle ticket sales, needed to refine its marketing efforts after an underperforming Holiday Campaign.
To boost ticket sales, build customer trust, and drive long-term subscriptions, I developed a Spring Campaign Strategy that leveraged data insights, strategic budget shifts, and storytelling-driven engagement across paid, owned, and earned media channels.
👉 Access the full Spring Campaign Strategy here.
💡 Although an independent project from my digital marketing studies, I treated it as a real-world challenge, applying industry best practices to create a data-driven, results-oriented marketing strategy.
The Challenge: Improving Marketing Efficiency & Audience Engagement
The Spring Campaign had to improve performance while maintaining cost efficiency. Key challenges included:
✔ Reallocating the marketing budget to focus on high-performing channels
✔ Developing personalized messaging that resonated with different buyer personas
✔ Enhancing cross-channel integration to create a seamless customer journey
✔ Strengthening trust and engagement to increase long-term subscriptions
✔ Developing personalized messaging that resonated with different buyer personas
✔ Enhancing cross-channel integration to create a seamless customer journey
✔ Strengthening trust and engagement to increase long-term subscriptions
I developed and executed a data-driven, full-funnel marketing strategy that optimized campaign effectiveness across paid, owned, and earned media channels.
✔ Performance Analysis & Optimization – Analyzed past campaigns to identify key trends and channel correlations, providing data-driven recommendations for budget reallocation and performance improvement.
✔ Targeted Audience Segmentation – Developed buyer personas to tailor messaging and boost engagement.
✔ Targeted Audience Segmentation – Developed buyer personas to tailor messaging and boost engagement.
✔ Customer Journey & Storytelling – Designed a four-stage funnel strategy, aligning messaging with different audience needs across social, paid ads, email marketing, and OOH advertising.
✔ Consistent Messaging – Created channel-specific guides to ensure brand alignment and maximize engagement.
✔ Campaign Execution & Management – Structured workflows, assigned tasks, and developed creative briefs to align design and content teams.
The Results & Key Takeaways
🎯 Optimized Budget Allocation – Shifted resources to higher-performing channels, improving cost efficiency and maximizing ROI.
📈 Enhanced Storytelling & Engagement – Developed a cohesive, cross-channel narrative that strengthened brand trust and customer connection.
🔥 Data-Driven Marketing Framework – Established a performance analysis system, enabling smarter decision-making and continuous optimization.
🚀 Refined Audience Targeting – Implemented buyer personas and segmentation strategies, allowing for more personalized and effective marketing efforts.
🔄 Scalable Multi-Channel Strategy – Designed an integrated, full-funnel approach adaptable for future campaigns to drive long-term engagement and conversions.
🔍📂 Want the full breakdown? Explore the full case study here now! This case study showcases how I designed this data-driven, multi-channel marketing strategy to optimize budget allocation, audience targeting, and customer engagement, ensuring a more efficient and high-impact campaign.
