Saving Lgbtq+ young people's lives
The mission of The Trevor Project is to end suicide among lesbian, gay, bisexual, transgender, queer & questioning young people. It was an honor to lead the marketing and content team through developing marketing campaigns and activations to reach and engage young people and supportive adults.
Pride in Action
We Celebrate Pride by taking meaningful action together and being a visible ally and supporter of LGBTQ+ young people.
As the marketing strategy, I am in charge of developing the marketing strategy for our organization’s biggest activation, Pride Month, in June.
I developed the following:
Audience Research
Messaging Framework
Marketing Activations Plan
Fundraising Plan
Audience research
Primary Audiences:
Supportive adults
As the leading suicide prevention organization for LGBTQ+ young people, we serve as a beacon of hope, especially during pivotal times like Pride season. Recognizing that many supportive adults want to help but may not know how, we aim to guide them. We hope to create opportunities for allies and supporters of LGBTQ+ young people to engage actively in our life-saving mission. This engagement can take various forms, such as spreading awareness of our crisis services, enhancing our advocacy efforts, or contributing financially to our mission. We want to emphasize that every action, no matter the scale, plays a vital role in supporting the well-being of LGBTQ+ young people.
Why:
They hold the power to effect tangible, positive change in the lives of LGBTQ+ young people facing mental health challenges. By supporting The Trevor Project, these adult audiences can translate their concern into concrete action.
WHAT:
We will share our mission and highlight the critical role they can play in it. We will highlight the importance of consistent support for bringing hope to the next generation of LGBTQ+ young people.
HOW:
We'll engage our audience through compelling storytelling, demonstrating the significant impact of our work in action demonstrating how they have an active part of what we do. Our approach includes broad outreach efforts like engaging social media campaigns, in-person events, and partnership initiatives, all aimed at raising awareness and integrating them into our community of supporters.
Where:
To reach prospective donors, we will use paid media, especially on Facebook, and utilize word-of-mouth generated through peer-to-peer efforts and organic social content. Additionally, we will reconnect with the audiences we acquired, refining our message to emphasize the transition from education to action. 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
PRIDE IN ACTION
SUPPORTING MESSAGE
Celebrate Pride by committing to meaningful year-round action and being a visible ally and supporter of LGBTQ+ young people.
CALL TO ACTION
This year, more than ever, we need you to show/support Pride with action.
sTORY BEATS
we focus on three key story beats that guide our campaigns and resonate deeply with our audiences:
Reinforce How Allyship Can Help Young People Be Their Best Selves
This Pride, we highlight how the actions of affirming adults not only save lives but also empower LGBTQ+ young people to show up as their best selves, become changemakers, and celebrate Pride with action.
Use Storytelling to Celebrate Those Making a Difference
We empower our audience to know that they can make a positive change in their own community. Through research and storytelling, we showcase individuals and groups making changes in both big and small ways.
Pride Means Taking Action and Supporting Our Work
This Pride, we emphasize that taking action—whether through donations, volunteering, or advocacy—directly supports our ability to show up more effectively for LGBTQ+ young people.
Marketing Activations Plan
INFLUENCER MARKETING X corporate partnerships
Message of hope
We partnered with Native to share stories from our community, sharing the crucial message to LGBTQ+ young people that they belong and matter.
Working with a corporate partner to gather these stories while also having talent share a thoughtful message was a huge win for both the corporate and the young people we serve.
Content MARKETING X advocacy
Celebration of Legislative Wins
As the state legislative season comes to a close in late June, this blog is a timely reminder that meaningful, year-round advocacy makes a difference. We also wanted to showcase the positive changes driven by dedicated supporters by celebrating allyship and highlighting over 260 affirming bills and increased funding for vital services like The Trevor Project. Our goal is to inspire our readers to take action—whether through advocacy, support, or storytelling—to help create safe and affirming world for the LGBTQ+ young people.
LANDING PAGE
Take pride in action
Our landing page is designed to make donating effortless and urgent; prominently placed “Donate Now” buttons are strategically positioned, whether on a desktop or mobile device. I also ensured there was clear, concise messaging highlighting the immediate impact of their support, emphasizing the critical needs of LGBTQ+ young people right now. Together, these elements inspired immediate action and ensured their generosity would make a meaningful difference.
Fundraising Plan
CORPORATE PARTNERSHIP MATCHES
Message of hope
We partnered with Native to share stories from our community, sharing the crucial message to LGBTQ+ young people that they belong and matter.
Working with a corporate partner to gather these stories while also having talent share a thoughtful message was a huge win for both the corporate and the young people we serve.
PAID MEDIA
Celebration of Legislative Wins
As the state legislative season comes to a close in late June, this blog is a timely reminder that meaningful, year-round advocacy makes a difference. We also wanted to showcase the positive changes driven by dedicated supporters by celebrating allyship and highlighting over 260 affirming bills and increased funding for vital services like The Trevor Project. Our goal is to inspire our readers to take action—whether through advocacy, support, or storytelling—to help create safe and affirming world for the LGBTQ+ young people.
LANDING PAGE
Take pride in action
Our landing page is designed to make donating effortless and urgent; prominently placed “Donate Now” buttons are strategically positioned , whether on a desktop or mobile device. I also ensured there was clear, concise messaging highlighting the immediate impact of their support, emphasizing the critical needs of LGBTQ+ young people right now. Together, these elements inspired immediate action and ensured their generosity would make a meaningful difference.
Results
it’s exciting to see intervarsity break through the crowd and develop a foundation for the future.
millions of dollars raised
through marketing
The Marketing Department is able to track millions of dollars raised through their campaigns to the organization.
60% increase
in newly acquired donors
It’s exciting to see new donors give to support InterVarsity’s mission. This shows how the offer is appealing to audience they are targeting.
thousands of students
connected
Even with a year of virtual schooling, InterVarsity saw GenZ students engage with their programs and join their organization.