Campaigns

Bucks for Books is the Bucks County Free Library’s primary fundraiser for its collection, shared by seven branches across Bucks County. Launched as a GoFundMe during 2020 to help the library meet the growing demand for e-books and audiobooks, the campaign needed a fresh approach by 2022.

I worked with library administration and a graphic designer to craft a story-driven multichannel fundraising campaign that leaned heavily on photography and positive stories from real library patrons.

Donors contributed more than $25,000 in 2022 – a 90% increase from 2021.

Blog Post 1

Blog Post 2

Library floor staff were key to finding patrons who could speak to the value of the library’s collection from several compelling angles.

I interviewed and photographed each subject, encouraging them to relay specific instances where the library’s collection was a lifeline.

Their stories became the basis for all campaign content, including emails, blog posts, social media, press releases, and a postcard placed in holds.

The other key to the campaign’s story: reminding patrons that every donation helps. Because an average new book costs about $20 for the library, I included this figure in calls-to-action.

I worked with a freelance graphic designer to create materials that used patron photos and the organization’s bright, colorful palette and clean typeface to convey optimism and gratitude.

Posters

Postcard placed in library holds

Email 1

Email 2

The most important channel was email, as the library has about 65,000 subscribers, nearly 1/3 of which are active. I sent an initial campaign message to all subscribers and follow-up messages – each containing one of the subjects – to those who had not yet donated.

Campaign emails were opened by 50-60% of subscribers, with a click rate around 3%.

More than 75% of all individual donations were given in response to one of the campaign emails.

Facebook Post

Instagram Reel

In addition to sharing all three of the patron’s stories on Facebook and Instagram, we also kicked off the campaign with Instagram Reels featuring floor staff. We also posted a weekly Instagram Reel in which library floor staff thanked individual donors by name and encouraged viewers to contribute.

Public libraries celebrate Library Card Sign-Up Month in September to encourage residents without library cards to get one and those with cards to use them more or take advantage of underused services.

In September 2022, I worked with the Bucks County Free Library on email and social media campaigns to boost sentiment toward the library and showcase some lesser-known items and services.

Compared to the previous September, new card registrations were 23% higher and circulation increased 5%.

Patrons who know about the library’s non-book collection (including board games, tools, and party supplies) express universal approval, yet circulation among the general population remains low.

I created a short series of emails (sample here) on non-book items.

This content was also modified for a blog post and press release, which generated positive media coverage.

Second, to encourage current library patrons to help us reach prospective patrons, I worked with children’s services to craft an email encouraging parents and caregivers to get their children a library card.

Rather than share non-book items on social media (which is evergreen content used frequently throughout the year), I worked with our county government and a handful of well-known local organizations to have their leadership and staff share personal reasons they use the library. Participants were encouraged to tie their use of the library to their roles as leaders, entrepreneurs and advocates for culture and the arts.

When Pennsylvania’s Office of Mental Health and Substance Abuse Services issued a position in the fall of 2020 against using federal Medical Assistance for center-based one-on-one ABA (applied behavior analysis) services, Potential, Inc., realized this decision would devastate its clients and their families.

Some people with autism benefit from ABA therapy in the home, while others thrive in a predictable, controlled environment offered by ABA centers like Potential, and Potential’s leadership believed their clients’ care teams — not the state — should choose the ideal site for ABA service.

Potential, Inc. quickly pushed back against the state’s position by launching a grassroots campaign called ABA Our Way, turning to me for website, branding, and design services.

In February 2021, after negative press and thousands of signatures on an online petition, the state agreed to continue to fund ABA services in group settings.

Using Potential, Inc.’s cheerful color palette and clean design as a starting point, I developed a brief branding guide for the ABA Our Way campaign. Including colors, fonts, and a logo, the branding guide served as the basis for all campaign materials, visually linking ABA Our Way to Potential, Inc. without duplicating Potential’s brand.

With the branding guide in hand, I created ABA Our Way’s digital marketing materials, including web, email and social media graphics, as well as graphics other ABA treatment centers could use to advocate for their clients.

Design Sample 1

Design Sample 2

Design Sample 3

With just a few days to launch a website for their grassroots campaign, I worked with Potential Inc. to turn their position statement into a website, complete with a clear call to action (i.e., sign the online petition), ongoing updates from Potential, Inc.’s leadership, and advocacy materials designed to be used by ABA centers across the state.

Throughout the campaign, Potential, Inc.’s social media channels almost exclusively shared content from ABA Our Way.

All content had to meet dual purposes: educate about the problem facing Pennsylvanians receiving autism care from ABA centers, and engage new supporters with shareable content.

Content included testimonials from families who would be impacted by the abrupt change, fast facts about the statewide impact of the new policy, and clear, direct encouragement to speak out and take action.