Making an urgent wildlife crisis impossible to overlook

The challenge

Record manatee mortality was scientifically complex, emotionally difficult, and unfolding in real time. The campaign needed to create urgency without leaving people in despair, which rarely sustains repeat giving. We paired concern with hope and a clear action so donors could see that their support mattered now and over the long term.

My role

I set campaign strategy and led implementation across my direct report, fundraising colleagues, creative agencies, and conservation partners. I directed audience targeting, content, creative, social media, and media outreach while connecting the fundraising narrative to expert voices.