Mission-Driven Storytelling & Fundraising Strategy

Fundraising Strategy & Organizational Communications

Wells House Hospice | Creative Director & Brand Strategist

The most meaningful organizations often face the greatest communication challenges. Their mission may be deeply important, but unless people understand why it matters, support rarely follows. Creative leadership helps transform purpose into action.

The Opportunity

Wells House Hospice provided compassionate end-of-life care, education, and grief support for underserved individuals and families throughout Long Beach and Orange County. While the organization's mission was extraordinary, its communications did not fully express the profound impact of its work or inspire the community support needed for long-term sustainability.

The opportunity was to create a compelling narrative that would strengthen public awareness, build donor confidence, and increase fundraising through authentic storytelling.

My Leadership

I led the initiative by

• Conducting market research and audience analysis to better understand public perceptions of hospice care.

• Developing the organization's fundraising strategy and campaign platform.

• Creating the "I Am Hospice" brand campaign that humanized hospice care through the voices of patients, families, caregivers, and volunteers.

• Designing integrated marketing materials across print, digital, fundraising, and community outreach.

• Producing annual reports, promotional collateral, donor communications, and educational materials.

• Partnering with executive leadership to align communications with organizational goals and fundraising priorities.

Business Results

• Created a distinctive fundraising campaign that strengthened the organization's public identity.

• Increased awareness of hospice services through emotionally engaging storytelling.

• Supported the growth of the Wells House Hospice Foundation and fundraising initiatives.

• Developed communication tools that strengthened relationships with donors, volunteers, healthcare professionals, and the community.

• Demonstrated how authentic storytelling can transform public perception of complex healthcare services.