Amplify Austin Day is the biggest giving event in Central Texas. During a 24-hour period, thousands of residents visit AmplifyATX.org to make a donation to any of the 700+ participating local nonprofits. 

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When I joined I Live Here I Give Here in 2021, Amplify Austin Day was already a household name across much of the region, having raised $77 Million over 9 years. I was tasked with maintaining continued marketing success while enhancing the brand and reaching the rising rates of new Austin-area transplants.

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My strategy began with shifting the previous approach to a data-first mindset. I worked with 42 media partners to ensure our advertising could be tracked. As a nonprofit, budgets are limited and this helped our organization reduce marketing spend while expanding reach year-over-year by 30%.

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These changes to our strategy also increased donations attributed to marketing channels by $2.2 Million in just one year.

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This hyper-local annual campaign, includes dozens of media partners, robust branded community toolkits, and an engaging social media content strategy. This is designed to reach an entire region of potential donors by completely saturating the market in the days leading up to the 24-hour campaign. Though much of the work is executed in-house, I also lead a team of highly skilled specialists to manage the digital marketing, PR, ad design, market research, and Influencer relations efforts.

Strategy, Creative Direction, Design + Messaging, Media Planning, Omnichannel Content Creation, Sales Enablement, Partnerships