The Forgotten Initiative
The Forgotten Initiative is a national ministry serving the foster care community. Over three years I moved from Creative Content Producer to Communications Director, taking ownership of every channel the organization used to reach advocates, donors, and foster families across the country.
The Challenge
Foster care stories are heavy, and heavy stories are easy to look away from. TFI needed communication that carried real emotional weight while still moving people to act: to give, to volunteer, and to show up for their local foster care community. Every campaign had to work across wildly different audiences, from long-time donors to brand new advocates.
The Approach
I built segmented campaigns across email, social, video, podcast, and web, so each audience heard the message in the voice and channel that fit them. I partnered closely with our donor development director on fundraising pushes, led a team of direct reports and freelance contractors, and extended the brand into print, apparel, and care packages that gave supporters something tangible to share.
The Outcome
A communication system that could carry a national ministry: consistent brand voice across every touchpoint, campaigns that supported record fundraising seasons, and a content engine that kept advocates engaged year round instead of only at year end.
