Ryan House

01 — Project details

Ryan House is a nonprofit providing care and comfort to children with life-limiting conditions and their families. While their mission was deeply moving, their marketing relied heavily on straightforward event promotion and donation requests. My goal was to create campaigns that built emotional connection first so supporters felt invested before being asked to give.

02 — Creative process

I shifted the content strategy to center around storytelling. Every channel, email, social media, and paid ads became a space to share real stories of families, staff, and volunteers. Emails moved from transactional messages to narrative-driven pieces that highlighted a single impact moment per send. Social media posts paired authentic photos with personal quotes to spark engagement. Paid ads featured these same stories with carefully chosen calls to action, making every touchpoint feel like part of a larger, heartfelt conversation.

03 — Results

This approach transformed how the community interacted with Ryan House. Engagement skyrocketed on social media, with a 55% increase in likes, shares, and comments. Emails saw higher open and click-through rates, leading to more donations from existing supporters. Paid ads not only maintained strong returns but also helped drive an 18% increase in workplace donation participation. By leading with connection, the campaigns deepened trust and the revenue followed.