Youth Fundraising Company

The Brief

This company partners with high school and youth athletic programs across the country to run structured, high-performing fundraising campaigns. Their core model combines physical products, like discount "Gold Cards", with proprietary digital tools, in-person rep support, and a mobile app to help coaches, athletic directors, and school administrators fund their seasons without relying on traditional donation drives.

When I came on, the company had strong sales traction and active reps expanding into new territories across the Northeast and beyond. The challenge wasn't product or sales. It was marketing infrastructure. Messaging varied across territories, the digital presence didn't fully reflect the credibility of the operation, and there was no consistent system for supporting reps online, following up with leads, or driving organic growth. My role was to build that foundation.

Scope of Work

• Blog Program & SEO Strategy Developed and managed a weekly blog on Wix designed to improve organic search visibility across territories. Content targeted coaches, athletic directors, and school administrators searching for fundraising solutions, covering topics like fundraising timelines, maximizing participation, and program success stories. The blog became a key driver of organic traffic and a testing ground for which topics resonated most with the audience.
• Sales Team LinkedIn Optimization Audited and optimized LinkedIn profiles for the sales team to improve outreach credibility and make each rep's profile a stronger first impression when connecting with coaches and administrators.
• Custom HTML Email Signatures Designed and deployed unified, branded HTML email signatures across the company, creating a consistent and professional first impression at every sales touchpoint.
• Landing Pages for Events & Campaigns Built custom landing pages to support coaches clinics, regional events, and campaign-specific outreach, giving reps a focused destination to drive traffic and capture leads.
• Coach Event Email Campaigns Drafted and deployed segmented follow-up email sequences after coach events, re-engaging attendees, building trust, and moving leads further down the funnel with targeted messaging based on where each contact was in the decision process.
• Google Ads Oversight Helped onboard and oversee the ads management team, ensuring paid campaigns were aligned with business goals, audience targeting reflected real buyer personas, and messaging was consistent with the broader brand.
• Social Media Review & Approval Collaborated closely with the social media manager to review and approve content across platforms, maintaining brand voice consistency as the company scaled across territories.
• Website Content Updates Ongoing website edits and page updates, including the About page, to keep the site current, credible, and aligned with the company's growing footprint.

The Work

The marketing challenge here was scale, a sales-first company operating across multiple states, with reps who needed a credible digital footprint to match their in-person energy. Every piece of the strategy was built with that in mind: blog content that answered the real questions coaches type into Google, email sequences that continued the conversation after a live event, and landing pages that gave territory reps something specific to send. The goal was to make every marketing touchpoint feel like the brand had already earned the trust of the audience before the first rep call.