Fundraising storytelling campaign

The opportunity

Playworks Pacific Northwest needed a stronger way to bring its mission to life for donors—not just at a single fundraising event, but across the communications that supported donor engagement throughout the year.

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I developed a content strategy centered on authentic stories from the Playworks community, including the idea for a video that could capture the energy, language, and impact of the program in a way traditional fundraising communications couldn't.

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The goal was to create a story that could work across donor touchpoints, from events and email to social and corporate giving campaigns, and help turn connection with the mission into sustained support.

My role

I developed the donor content strategy and originated the concept for the video, then led its storytelling and content development in partnership with producer and editor Florence Holdeman.

My role included concept development, storyboarding, interview strategy, script development, and creative direction through post-production. I also led how the story extended across donor communications, adapting it for fundraising events, newsletters, social content, and corporate giving campaigns.

One story, multiple donor moments

We designed the video to feel unmistakably like Playworks: energetic, human, and grounded in the language and experiences of the students, educators, and coaches who knew the program firsthand.

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Rather than treat it as a one-time event asset, we built it into the broader donor content strategy. The story appeared at the annual Breakfast of Champions and extended across donor newsletters, social content, and other fundraising communications. This gave us a consistent emotional anchor across channels.

Impact