All by April - National Digital Campaign

Led end-to-end digital communications strategy for a national campaign encouraging funders to commit election funding earlier in the year, enabling nonprofits to plan and hire more effectively ahead of the 2024 election cycle. I led this integrated digital campaign —from strategy and messaging through execution and measurement — while working across internal teams and external partners to drive real behavior change.

Context & Goals

Election-related nonprofit funding often arrives late in the cycle, creating staffing and planning challenges. The goal of the All by April campaign was to shift funder behavior by encouraging early commitments — turning a structural funding problem into a clear, time-bound call to action.

The decision to launch this campaign was made in January 2024, with an ambitious public launch date of February 1, 2024. I had just a few weeks to develop and execute a digital strategy, requiring rapid alignment across stakeholders, clear prioritization, and a focus on the highest-impact tactics.

My Role & Scope

Led digital strategy and execution across all campaign channels
Owned website development and content structure
Developed paid and organic social strategy (LinkedIn)
Created partner toolkit for amplification
Set up analytics and performance tracking

Campaign Website & Messaging

I consulted on the development and design of the campaign website to clearly communicate the problem, urgency, and action required from funders. Content hierarchy and messaging emphasized clarity, credibility, and ease of conversion.

Social Distribution & Partner Toolkit

The campaign relied on a combination of paid and organic LinkedIn distribution, supported by a partner toolkit that enabled aligned organizations to amplify the message through their own channels.

I created social media content for Democracy Fund’s social media channels as well as for the toolkit shared with partners. These posts became some of the top-performing social media content for the organization.

The social media content included a variety of formats, including a video created for the end of the campaign.

The organic social media strategy included amplifying earned media, such as this Inside Philanthropy op-ed that saw high engagement rates.

Social media content was generated throughout the campaign, both for Democracy Fund’s own accounts and for the partner toolkits.

The LinkedIn campaign ran for just a few weeks, and was the first instance of Democracy Fund ever utilizing paid ads. Despite the short run, the engagement rates exceeded industry benchmarks.

Analytics and optimization

Throughout the 3+ month campaign I monitored analytics across all channels and used the information to adjust the content strategy and optimize audience engagement. I also created a post-campaign review to inform digital strategy for future campaigns.