I crafted the campaign messaging around two things our donors cared about: foster kids and Alabama's biggest football rivalry.

Alabama and Auburn fans were pitted against each other in a friendly head-to-head fundraising challenge, with foster kids as the real winners.

I wrote campaign copy across social media, emails, and the landing page to house the rivalry challenge, capture donations, and display real-time progress to keep the competition alive throughout the day.

I partnered with the fundraising team early on to craft messaging that secured a total of $250,000 in matching gifts.

On Giving Tuesday, that match became the campaign's urgency engine, giving donors a concrete reason to give now rather than later.

I helped build a peer-to-peer fundraising program from the ground up, developing toolkits and training materials for board members, staff, volunteers, key donors, and foster parents to mobilize their personal networks and extend the campaign's reach beyond ABCH's own audience.

The campaign didn't start on Giving Tuesday. I crafted multi-channel communications deployed throughout November across social, email, and website pop-ups to build awareness, stoke the rivalry, and prime donors to give when the day arrived.

Segmented nurture campaign strategies were developed to guide donors at every stage after Giving Tuesday, moving first-time givers toward long-term support and encouraging existing supporters to deepen their involvement.