SOCIAL CAMPAIGN MANAGEMENT
CllctivGIVE + 28 Days of Black Futures
CLIENT: CLLCTIVLY
ROLE: Creative Director, Visual Content Designer, Campaign Strategist, Social Media Manager
YEAR: Multiple campaigns (2020-2022)
COLLABORATOR: Poplogic (Campaign Strategy – Years 1 + 2)
SKILLS: Creative Direction, Concept Development, Social Media Strategy, Campaign Management, Graphic Design, Video Editing, Copywriting, Community Engagement, Storytelling, Nonprofit Marketing
OVERVIEW:
Led creative direction and content creation for Cllctivly’s fundraising social media campaigns, developing the concepts and visual storytelling behind $208,000+ raised for Black-led organizations in Greater Baltimore.
AT A GLANCE:
208,911 raised across three campaigns. Grew participating organizations from 25 to 50 year over year. Creative direction throughout, from developing concepts within Poplogic’s strategy to owning the full strategic and creative vision + design outright.
The Challenge
Cllctivly runs annual campaigns that spotlight Black-led Baltimore organizations, most of which are unfamiliar to the broader donor community. The real challenge wasn’t awareness alone, but getting people to give to organizations they’d never heard of, without leaning on logos or stats to do the convincing.
My Approach
My key insight is that people don’t donate to organizations they don’t know. They donate to people and stories they connect with.
So rather than leaning on messaging about the organizations, I built a human-centered approach that put real leaders and their stories at the center of every post, told as much through visuals as through words.
In years one and two, I worked within Poplogic’s strategic framework, but I set the creative direction: developing the concepts behind each graphic and video, then designing the visuals and editing the footage that brought each organization’s story to life.
For the 28 Days of Black Futures campaign, I took full strategic and creative ownership, building the entire visual system from concept through daily execution.
The Solution
Across CllctivGIVE Years 1 and 2, I designed every graphic featuring the participating organizations and their leaders, and edited raw photoshoot footage into short, compelling video stories built for social. That visual consistency across two years of campaigns helped build the recognition and trust that let the program grow from 25 to 50 participating organizations.
For 28 Days of Black Futures, I designed a full visual system from the ground up: a 28-day content calendar, daily campaign graphics built on adaptable templates so the series stayed consistent without feeling repetitive, and every caption written to match. Alongside the design work, I managed real-time community engagement, responding to supporters and amplifying each organization’s reach throughout the month.
The Impact
Year one of the Cllctivgive social campaign raised $56,000, an 11x increase over the previous year. Year two brought in $102,348. 28 Days of Black Futures campaign added another $50,563 for 28 organizations. Across all three, participating organizations doubled from 25 to 50, and the campaign built a lasting model Cllctivly still runs today.
The bigger proof point is that authentic, people-first storytelling can turn a completely unknown organization into a cause someone’s willing to give to.
