PROJECT OVERVIEW

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Volunteers of America Chesapeake & Carolinas (VOACC) serves over 9,700 low-income and homeless individuals annually across Maryland, DC, Virginia, and the Carolinas. Each year, VOACC hosts Harvest for Hope, a major fundraising campaign supporting its housing, health, and human services programs. Traditionally attended by around 200 donors and partners, the event aims to generate vital operating funds for VOACC’s programs.

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CHALLENGE

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Historically structured as a morning breakfast event, Harvest for Hope struggled to surpass $100,000 in annual revenue. In 2024, as Executive Director of Development & Marketing at VOACC, I was challenged to reimagine the event to significantly boost both attendance and fundraising. The goal: attract at least 300 attendees and raise $200,000. The campaign also required a fully integrated marketing strategy—including event branding, a printed program, website, email and social campaigns, and multimedia storytelling.

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SOLUTION

My contributions included:

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• Branding & Design: Developed a cohesive campaign identity and designed all collateral, including a multi-page printed program, digital assets, and on-site signage using Adobe Illustrator and Photoshop.

• Digital Experience: Designed and launched the campaign landing page on WordPress, ensuring seamless user experience and donation functionality. Leveraged the Event.Gives platform to integrate a mobile-accessible silent auction, enabling attendees to place bids seamlessly via their smartphones and enhancing real-time engagement during the event.

• Multimedia Direction: Oversaw video production, managing vendor relationships to deliver a promotional trailer and a series of compelling beneficiary stories.

• Integrated Campaign Management: Led cross-channel marketing via Constant Contact (email) and SocialPilot (social), aligning messaging and visuals across platforms to maximize reach and engagement.

• Event Leadership: Directed a cross-functional planning committee, ensuring the event's creative vision translated into a memorable donor experience.​

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RESULTS

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The reimagined Harvest for Hope exceeded expectations:

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• 400 attendees — a 100%+ increase in turnout

• $186,095 raised — nearly doubling prior year results

• Strengthened donor engagement and brand visibility, laying groundwork for future campaigns