Hello, I’m Nicole!
I create meaningful marketing campaigns
that stand out in a ChatGPT world.
Don’t get me wrong, ChatGPT is a great tool for generating ideas, refining content, and conducting research. However, it’s only a tool. To connect with people, you need content and stories written by people.
Stories are my passion. They connect us, move us, and motivate us. That’s why I love marketing—your brand tells your organization’s story.
For over a decade, I’ve made a career telling stories through content and visual marketing. I craft marketing strategies to speak to audiences where they are, whether it’s social media, emails, websites, direct mail, and more.
In 2023, I created and collaborated on marketing campaigns that generated $2.3 million in donations for Alabama Baptist Children’s Homes & Family Ministries—that’s 30% of their fundraisable income.
Scroll down to see
real content with real results.
Giving Tuesday
Digital Marketing Campaign
In Alabama, football is king. People plan weddings, events, and their lives around the fall football schedule. What better way to rally people around a worthy cause than to include the infamous Alabama vs Auburn rivalry?
On Giving Tuesday, the biggest day for nonprofits to fundraise, Alabama Baptist Children’s Homes (ABCH) created a competition to see which fanbase could raise more money for Alabama foster kids.
I helped develop the digital marketing strategy and created copy amping up the competition. This was implemented across social media, email, and the website. I helped create the social media images shown here.
The Results
There were
28%
more donations made than the original Giving Tuesday goal
The average gift size increased
36%
from the previous year’s Giving Tuesday campaign
In 2023, digital marketing campaigns generated
$1.3 million
in donations for ABCH
“Open Door”
Short Film
There is a crisis in Alabama . . .
roughly 6,000 children are in foster care. Yet only 2,000 homes are licensed to care for those children.
Due to this large need to provide homes for children, Alabama Baptist Children’s Homes (ABCH) created
a campaign to raise awareness and license more foster parents.
Partnering with Cedar Creative, I collaborated with the marketing team at ABCH to conceptualize the short film "Open Door.”
We launched a digital marketing campaign to raise awareness of this crisis and license more foster families.
I collaborated with the Marketing Team at ABCH to create advertisements for social media and craft automated email campaigns.
This video and other social media ads engaged target audiences, leading them to a simple web page about fostering. This page prompted web visitors to fill out a form that entered them into an automated email series. They received emails sharing why fostering is needed, what makes ABCH different, stories of foster kids significantly impacted by foster parents, and how they could take the next step in fostering.
The Results
480 people
filled out the form that entered them into an automated email series about the purpose and impact of foster parenting.
122 families
were licensed to foster through ABCH in 2023—the largest amount of families ever licensed by ABCH in a year!
Storytelling
Stories of impact and testimonials tell how your brand makes a difference.
Over my career, I’ve authored hundreds of pieces for blogs, websites, social media,
and mail appeals—many of those telling how lives have been forever changed.
Read a few examples of those pieces below.
Direct Mail
Fundraising
Although we’re shifting to a digital world, direct mail is still an effective tool for fundraising with the right audiences. In 2023, this marketing tool brought in roughly $1 million in donations for ABCH, contributing to 1/4 of the money received from individuals last year.
Since 2022, I’ve spearheaded direct mail fundraisers, including strategy, copywriting, and contributing to creative direction.
SUMMER MATCH CAMPAIGN:
ABCH needed $200,000 to renovate one of its campus locations. I created a direct mail campaign that included a $50,000 matching fund incentive. I made two versions, segmenting our list to regular donors and major donors.
SEGMENTED MAILING FOR MAJOR DONORS, MAILED IN A 9x12 ENVELOPE WITH A SPECIALIZED RESPONSE PIECE
This campaign produced excellent results, securing all the funds needed for the renovation!
The regular donor segment had an ROI of $2.68, and the major donor segment had an ROI of $16.01.
SEGMENTED MAILING FOR REGULAR DONORS
CAMI’S STORY:
ABCH usually sends letter-format mail appeals. I created a 5x7 card with a simple thank you to donors, along with a short story about the life-changing impact donors make.
This was one of the biggest performing appeals in 2023, with a 4.36% response rate and a $9.06 ROI.
Results
In 2023, total donations made through direct mail campaigns increased by
6.83%
Average ROI
in 2023 was
$4.99
In 2023, the average gift made through a direct mail campaign increased by
14.13%
Print Newsletters
Newsletters show donors how their gifts are making a difference.
ABCH was sending dense 16-page self-mailed newsletters quarterly.
It was losing roughly $10,000 per issue. That’s $40,000 per year!
I revitalized the newsletter to a 4-page, letter-sized format. I also refreshed the content to be donor-focused and made the most important content stand out to readers who skim. These small changes made a significant impact—the newsletter started making money!
The Results
Donations increased by
388%
Response rate increased from .28% to
3.86%
Increased to an overall ROI of
9.84%
Together, we can create meaningful content that leaves a lasting impression.
Contact BELOW if you want to work with me!
Phone
(205) 382-3637
jnicolewalker82@gmail.com