Driven by
Dreams
Client: Good Tidings Foundation
Role: Project Manager, Brand Strategist, and Copywriter
The Challenge
The Good Tidings Foundation has completed over 200 projects creating opportunities for kids to dream big and explore their talents— athletically, artistically, and academically. But to continue that mission, they needed help telling their story in a way that inspired the next generation of supporters and donors.
The Approach:
As lead brand strategist, I guided a full refresh of their brand starting with a new messaging house, tagline, and website that brought their purpose and personality to life. From there, I helped concept and launch their 25for25 anniversary campaign, focused on engaging younger donors. We developed digital ads, email campaigns, and event activations designed to reintroduce the brand in a modern, heartfelt way
The Fun Part:
The campaign increased both website traffic and donations (yay!), and more importantly, helped Good Tidings tell their story with new clarity that they’re still using 5 years later.
Additionally, collaborating closely with Larry Harper, the foundation’s founder, was a career highlight. His passion for helping kids is contagious and the fact that we still keep in touch says everything about the kind of partnership this work created.
