Integrated Marketing

For Giving Tuesday, a national day of generosity, I had the privilege of managing a cause marketing campaign in partnership with Reading Partner. The campaign included a 24-hour digital fundraiser, and onsite activation events that were run by nonprofit organizations. 

 

As a result, $142,000 was raised with an additional $63,000 matched by Thrivent for a total of $205,000. All funds went to four chapters of Reading Partners, a non-profit dedicated to building a future where all children in the US have the reading skills necessary to reach their full potential.

 

As the project lead, I oversaw stakeholder management and the creative direction of our marketing communications. A drip campaign was created to promote the 1-day fundraiser and included cross-promotion on social media, email marketing, direct mail, website, and an on-demand holiday book reading with children's author Peter H. Reynolds. The author recorded a captivating book reading, strategically shared in the week preceding Giving Tuesday, adding a compelling and engaging dimension to our campaign.

 

In addition to supporting a great cause, this campaign drove brand awareness, increased social media engagement and followers, and provided an opportunity for clients and prospective clients to engage in one of Thrivent's core values - to live generously.