PROJECT OVERVIEW

 

Volunteers of America Chesapeake & Carolinas (VOACC) serves over 9,700 individuals annually across Maryland, DC, Virginia, and the Carolinas. Since 2010, VOACC has run Operation Backpack, an annual back-to-school initiative providing backpacks and essential supplies to K–12 students from low-income families in MD, DC, and VA. The campaign mobilizes companies, Title 1 schools, media partners, and local communities to support children in need.

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The initiative offers multiple engagement opportunities through corporate sponsorships, supply drives, volunteer events, and community activations—while also elevating public awareness around childhood poverty and educational equity.

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CHALLENGE

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Historically, Operation Backpack raised ~$30,000 annually, supporting about 2,000 students. In 2024, I was tasked with significantly scaling the campaign’s brand visibility, partnerships, and fundraising outcomes with the following goals:

 

• Raise $65,000 through sponsorships and donations

• Provide supplies to 4,000 students in need

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SOLUTION

​As Executive Director of Development & Marketing, I led a cross-functional planning committee comprising internal staff, corporate and nonprofit partners, school administrators, and media networks.

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Strategic Approach

• Sponsorship Development: Secured corporate and nonprofit sponsorships to fund marketing efforts, community events, and fill supply gaps

• Supply Drive Activation: Recruited partner organizations and schools as donation drop sites, streamlining community participation

• Integrated Media Campaign: Orchestrated a mix of organic and paid social media, press interviews, and community PSAs

• Volunteer Mobilization: Coordinated company-sponsored volunteer events for backpack packing and distribution

• Experiential Engagement: Hosted free, family-focused events—including a summer carnival and ice cream social—to distribute supplies and deepen community impact

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Creative & Marketing Leadership

• Creative Direction: Oversaw branding and design for all campaign collateral—bins, banners, flyers, direct mail, and digital assets

• Fundraising Campaigns: Launched targeted email, social media campaigns, anchored in emotionally resonant storytelling

• Digital Experience: Designed and launched a dedicated campaign landing page in WordPress with donation functionality

• Media Relations: Secured coverage across major regional networks and participated in on-air interviews to expand reach

• Multimedia Production: Directed staff-led video content creation, including social media reels and event recap videos

• Event Leadership: Directed planning committee members, ensuring the creative vision for the community events translated into a memorable experience attendees.​

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RESULTS

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The 2024 Operation Backpack campaign delivered measurable impact:

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• 5,000 students served — surpassing our goal by 25%

• $108,000 raised — exceeding fundraising target by 66%

• 37 partners engaged in supply drives

• 200 students attended the Operation Backpack Ice Cream Social, in partnership with Michael & Son Services and Prince George’s County Sheriff’s Office

• 160 families participated in the Summer Carnival, co-hosted with the Church of Jesus Christ of Latter-day Saints

• Media Coverage Secured:

  • ​​​WJLA ABC7 News DC – Helps kids in need get ready for school

  • FOX 45 Baltimore – Helping unhoused and disadvantaged students