OVERVIEW
Be the One is a multi-channel marketing campaign aimed at engaging supporters and driving donations by highlighting the profound impact a single accepting adult can have on the life of an LGBTQ+ young person. Built around compelling research insights, this campaign raised $6.1 million, strengthened donor relationships, and significantly amplified The Trevor Project’s ability to provide crisis intervention services.
MY ROLE
As the lead marketing strategist, I was responsible for conducting audience research, developing a comprehensive content strategy, overseeing the execution of multi-channel marketing activations, and managing stakeholder collaboration to ensure cohesive campaign messaging and successful outcomes.
CLIENT
The Trevor Project
PROJECT SCOPE
Audience Research
Messaging Framework
Content Strategy & Development
Multi-channel Marketing Execution
Insights & Analysis
Donor Engagement & Stewardship
did you know…
Our research found that having at least one accepting adult can lower an LGBTQ+ young person’s suicide risk by 40%. After testing this insight with our audience, we found it resonated deeply with supportive adults, reinforcing their desire to take meaningful action. Our campaign was built around this compelling statistic, providing clear and actionable ways for donors to make an impact.
Audience research
Primary Audiences: Supportive adults
We focused on engaging existing and prospective donors who are deeply invested in the mental health of LGBTQ+ young people. Our goal was to position a year-end donation as a meaningful and urgent way for them to take direct action.
Why this audience?
Supportive adults—whether parents, teachers, mentors, or allies—play a critical role in creating safer environments. By equipping them with tangible ways to make a difference, we empower them to take action and save lives.
WHAT is our targeting strategy?
Supportive adults want to help but many lack the time, knowledge, or direct access to LGBTQ+ young people in crisis. However, they are eager to contribute to meaningful change. Our strategy positioned The Trevor Project as the most effective way for them to extend their support, ensuring that no young person feels alone.
HOW are we reaching these audiences?
Our messaging emphasized: The Power of One: A single person’s support can be life-changing for LGBTQ+ young people. Donor Impact: Contributions directly fund crisis services that provide 24/7 support. Clear Calls to Action: Donations were framed as an immediate and tangible way to Be the One for LGBTQ+ young people.
We reinforced this messaging by:
Leveraging testimonials from young people who have benefited from our services.
Showcasing real donor impact through storytelling and data-driven proof points.
Segmenting our email outreach to personalize asks based on donor engagement history.
Where are we reaching these audiences?
We can reach prospective donors using paid media, especially on Facebook, and utilizing word-of-mouth generated through peer-to-peer efforts and organic social content. Our email campaigns and social moments will educate our existing audience and foster a community eager to take action. Additionally, we can amplify our reach through partnerships with corporations, endorsements from celebrities and influencers, and any earned media we might receive.
Messaging Framework
Primary Line
Be the One
SUPPORTING MESSAGE
One person supporting The Trevor Project’s intervention and prevention services today creates a safer, more inclusive world for LGBTQ+ young people tomorrow.
CALL TO ACTION
It only takes one person to make a life-saving difference. Your gift helps ensure that LGBTQ+ young people always have access to support, hope, and a future where they feel safe and valued
sTORY BEATS
we focus on three key story beats that guide our campaigns and resonate deeply with our audiences:
Introduce the power of one affirming adult
Trevor has built a community of supportive adults whose support has enabled over half a million contacts to reach out to our crisis services this past year alone.
Demonstrate to donors that their contributions are saving lives
A donation ensures young people always have that adult: The Trevor Project can connect LGBTQ+ young people to a supportive adult 24/7.
Donate to Trevor as a way to show up for LGBTQ young people
By making a gift, you’re taking an action today to affirm and support LGBTQ+ young people. Contributing to a world where every LGBTQ+ young people can envision a bright future for themselves.
Marketing Activations Plan
Content MArketing
Words of impact
Video: Featured LGBTQ+ young people sharing how The Trevor Project has provided critical support over 25 years.
Blog: How You Can Be the One
Spotlight: Be the One with Donor Mikki Brooke
organic & Paid social
impactful graphics
Created quick, digestible graphics and videos for 3M+ followers.
Paid media strategy: Targeted past donors, lookalike audiences, and high-affinity charitable givers.
52M impressions and 766K+ engagements drove significant campaign awareness.
LANDING PAGE
one-click donations
Designed a mobile-optimized, high-converting page with one-click donations.
Featured real-life testimonials from LGBTQ+ young people and donors.
email engagement
stewardships
Stewardship emails built long-term relationships with donors.
Fundraising appeals aligned with key giving moments (Cyber Monday, Giving Tuesday).
Personalized donor engagement based on past giving behavior.
Celebrity and influencer
Amplifying the campaign
Pitch to a targeted list of influencers to amplify campaign messages. Provided sample language, supporting data, and relevant graphics to align with each influencer’s voice and platform.
DM strategy with high-profile talent requesting story reshares and to share donation page to maximize visibility and impact.
Earned Media
positioning the trevor project
Launched a press push in late October to position Trevor as a top nonprofit for year-end giving.
PBS News: After a year of anti-LGBTQ+ legislation, a lifeline for trans and nonbinary people faces cuts
The Conversation: Going home for the holidays can be challenging if you’re a young trans person – here’s how to prepare
Corporate PArtnerships
partnership in mission
Collaborated on matching gift opportunities from existing partners to increase the impact of donations during key campaign moments.
Identified new mission-aligned partners to drive visibility and contributions, offering mutual benefits and opportunities to contribute through pooled matches.
Results
Through Be the One, we turned data into action, showing that everyone can make a difference
$6.1 million of dollars raised through 35,202 gifts
We made sure that every dollar ensured LGBTQ+ young people had access to crisis support.
766K+ Social engagement
with 52 Million impression
This allowed is to reach new folks to learn about our organization and bring creditability to our work.
552K+ crisis contacts served
- immediate, life-saving impact
We are in the business of saving lives and preventing resources for LGBTQ+ young people in need.