START DOING GOOD - Associate Creative Director, Writer for May and March Landing Pages
Digital Media Campaign
Start Doing Good was established for The Salvation Army of Metropolitan Detroit on social and digital media in order to drive volunteerism and monthly giving. It ran for a period of three months, with each month featuring specialty social media posts and a unique, themed microsite with sharable ways to #StartDoingGood.
The campaign earned an audience growth of 18% on Facebook for The Salvation Army of Metropolitan Detroit, with a paid reach of 835,944 and an organic reach of 1,120,246. It earned 306 email sign-ups, with 305 becoming volunteers. In addition, it led directly to 54 new monthly-giving sign-ups, with donors pledging average gifts of $240/yr.
These numbers not only met the goal of moving 500 people to action... it exceeded the goal by 33%.
Digital Media Campaign
Start Doing Good was established for The Salvation Army of Metropolitan Detroit on social and digital media in order to drive volunteerism and monthly giving. It ran for a period of three months, with each month featuring specialty social media posts and a unique, themed microsite with sharable ways to #StartDoingGood.
The campaign earned an audience growth of 18% on Facebook for The Salvation Army of Metropolitan Detroit, with a paid reach of 835,944 and an organic reach of 1,120,246. It earned 306 email sign-ups, with 305 becoming volunteers. In addition, it led directly to 54 new monthly-giving sign-ups, with donors pledging average gifts of $240/yr.
These numbers not only met the goal of moving 500 people to action... it exceeded the goal by 33%.
Carefor - Writer and Designer
Medical Transportation Services Direct Mail Letter
Carefor is Eastern Ontario's largest and oldest home healthcare and community support charity. They needed a letter notifying the men and women they serve that transportation services for medical appointments has resumed. This letter included a magnet (Libby did not create the magnet), and was mailed to men and women who are served by Carefor throughout the Ottawa Region and Eastern Counties.
Medical Transportation Services Direct Mail Letter
Carefor is Eastern Ontario's largest and oldest home healthcare and community support charity. They needed a letter notifying the men and women they serve that transportation services for medical appointments has resumed. This letter included a magnet (Libby did not create the magnet), and was mailed to men and women who are served by Carefor throughout the Ottawa Region and Eastern Counties.
Render's Hope - Writer and Designer
Housing For Homeless Teens - Fundraising Brochure and Letter
Render's Hope Community Development Corporation is a nonprofit organization with the mission of restoring faith and hope to those who despair through personal growth, social development, and financial empowerment. They needed to raise $200,000 to rehab homes in the Kansas City Metro Area.
Housing For Homeless Teens - Fundraising Brochure and Letter
Render's Hope Community Development Corporation is a nonprofit organization with the mission of restoring faith and hope to those who despair through personal growth, social development, and financial empowerment. They needed to raise $200,000 to rehab homes in the Kansas City Metro Area.
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DOING THE MOST GOOD - Writer
Christmas Donor Direct Mail Test
A previous control package, called "Thank God" had been unbeatable for many years. The challenge to create a package that outperformed "Thank God" in response rate and average gift amount resulted in the creation of the Be The Good Christmas package. This new appeal achieved an average 8% higher response rate with an average gift of $43 versus $42 for the control, an increase of 2.4%.
Christmas Donor Direct Mail Test
A previous control package, called "Thank God" had been unbeatable for many years. The challenge to create a package that outperformed "Thank God" in response rate and average gift amount resulted in the creation of the Be The Good Christmas package. This new appeal achieved an average 8% higher response rate with an average gift of $43 versus $42 for the control, an increase of 2.4%.
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RED SHIELD CAMPAIGN - Writer
If This Shield Could Talk
Need happens all year long. This customizable letter was designed to reach across all seasons and serve all of our Salvation Army clients. It started off strong, at an 18% response rate, and stayed that way, becoming a go-to for our agency's clients.
If This Shield Could Talk
Need happens all year long. This customizable letter was designed to reach across all seasons and serve all of our Salvation Army clients. It started off strong, at an 18% response rate, and stayed that way, becoming a go-to for our agency's clients.
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THE SALVATION ARMY NEWSLETTER - Writer
This newsletter used to be called "Doing the Most Good," and it needed a facelift. By changing the title to "Good News," the focus and message went from "Look what The Salvation Army" is doing, to "Check out all the great things you're helping The Salvation Army achieve." We added a monthly customizable infographic to the back page, and selected and wrote stories from the heart. Donors responded with an 8% increase in volunteerism.
This newsletter used to be called "Doing the Most Good," and it needed a facelift. By changing the title to "Good News," the focus and message went from "Look what The Salvation Army" is doing, to "Check out all the great things you're helping The Salvation Army achieve." We added a monthly customizable infographic to the back page, and selected and wrote stories from the heart. Donors responded with an 8% increase in volunteerism.
THE SALVATION ARMY OF METRO CHICAGO - Writer, Associate Creative Director
Music is the Answer Direct Mail and Poster Campaign
This campaign was created because The Salvation Army of Metropolitan Chicago was losing its grant for music education, a service they provide for thousands of Chicagoland students. The direct mail and digital marketing media placement specifically targeted existing donors with an interest or career in music and informed them about an upcoming radiothon fundraiser. The gram also encouraged donors to mail a gift.
The gram was the most successful individually mailed piece, and directly led to more than $34,000 in donor gifts. The web display ad had a combined total of more than 2.7 million impressions, with an average of 4.8% converting via click-throughs. The radiothon event resulted in more than $100,000 in new funding.
Music is the Answer Direct Mail and Poster Campaign
This campaign was created because The Salvation Army of Metropolitan Chicago was losing its grant for music education, a service they provide for thousands of Chicagoland students. The direct mail and digital marketing media placement specifically targeted existing donors with an interest or career in music and informed them about an upcoming radiothon fundraiser. The gram also encouraged donors to mail a gift.
The gram was the most successful individually mailed piece, and directly led to more than $34,000 in donor gifts. The web display ad had a combined total of more than 2.7 million impressions, with an average of 4.8% converting via click-throughs. The radiothon event resulted in more than $100,000 in new funding.
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REGISTER TO RING - Writer, Associate Creative Director
Volunteer Recruitment Campaign - Salvation Army Locations Across America
With more than 1,400 active Red Kettle locations, The Salvation Army Metropolitan Division in the Chicagoland area needed a simple, streamlined way to attract, schedule, coordinate, and track volunteer bell ringers during the busy holiday season. Register to Ring is a customized volunteer management software that helps Salvation Army. staff manage their Kettle sites during the holidays, and enables volunteers to sign-up themselves and stay. informed.
The marketing plan was focused on driving traffic to the Register to Ring site. The diverse and highly-visible materials included transit advertising, posters, in-stadium displays, contextual and digital display advertising, and an extensive social media campaign. The campaign generated over 16.5 million impressions in just three months, and helped recruit over 1,600 volunteers who worked 6,502 total volunteer hours.
Volunteer Recruitment Campaign - Salvation Army Locations Across America
With more than 1,400 active Red Kettle locations, The Salvation Army Metropolitan Division in the Chicagoland area needed a simple, streamlined way to attract, schedule, coordinate, and track volunteer bell ringers during the busy holiday season. Register to Ring is a customized volunteer management software that helps Salvation Army. staff manage their Kettle sites during the holidays, and enables volunteers to sign-up themselves and stay. informed.
The marketing plan was focused on driving traffic to the Register to Ring site. The diverse and highly-visible materials included transit advertising, posters, in-stadium displays, contextual and digital display advertising, and an extensive social media campaign. The campaign generated over 16.5 million impressions in just three months, and helped recruit over 1,600 volunteers who worked 6,502 total volunteer hours.
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THE U.S. ARMY - Writer
Know Your Soldiers PTSD Campaign
PTSD is a common issue in military units and families. Know Your Soldiers is an Army support system that taught individuals to recognize PTSD, and offered tools to help those who have been identified as having it. The materials could be found on bases, on Army websites, and other places frequented by soldiers and their families. Marketing pieces included direct mail, digital media, a custom website and landing pages, videos that ran on the military channel, posters, brochures, and even tray liners used in PX food courts.
Know Your Soldiers PTSD Campaign
PTSD is a common issue in military units and families. Know Your Soldiers is an Army support system that taught individuals to recognize PTSD, and offered tools to help those who have been identified as having it. The materials could be found on bases, on Army websites, and other places frequented by soldiers and their families. Marketing pieces included direct mail, digital media, a custom website and landing pages, videos that ran on the military channel, posters, brochures, and even tray liners used in PX food courts.
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