Donor Engagement Strategy – Fordham CCEL
Project Details
Name
Fordham University – Center for Community Engaged Learning (CCEL)
Tools Used
Persona Design, Generational Segmentation, Multi-Channel Marketing, Email Strategy, Social Storytelling, Community Campaign Planning
Overview
I partnered directly with Fordham’s Center for Community Engaged Learning (CCEL) to develop a modernized donor acquisition strategy tailored to multi-generational audiences. The initiative aimed to increase long-term donor engagement and build community affinity through personalized, values-driven outreach.
My Role & Strategy
I co-led the research and strategy development process — segmenting donors by both generation and income level to design targeted engagement paths. I developed donor personas (Gen Z, Millennials, Gen X, Boomers) and mapped their giving motivations, channel preferences, and communication tone. Our final campaign combined in-person community-building events with three digital channels: Instagram storytelling (“Faces of CCEL”), an email newsletter series (“CCEL Impact”), and a Facebook spotlight campaign (“CCEL Heroes”). Each element emphasized authenticity, impact reporting, and donor recognition to drive both emotional connection and action.
“I don’t just market—I build systems that move people and performance. ”
Rhea Shah
Marketing Strategist
Results
- Delivered a tailored campaign strategy designed to activate donors across generational and financial segments
- Proposed a 3-channel launch plan integrating content, visuals, and timing for maximum resonance
- Earned direct endorsement from CCEL staff and positioned the project for pilot rollout in an upcoming giving cycle
This project demonstrated my ability to design and execute integrated campaigns that balance community storytelling, strategic segmentation, and outcome-focused messaging — all within a nonprofit context.
Impact
The campaign strategy received direct endorsement from CCEL leadership and was positioned for pilot implementation in the upcoming giving cycle. By combining generational segmentation with authentic storytelling across digital and in-person channels, the project laid a foundation for sustained donor engagement and stronger community connections.
Let’s talk
I’m here to connect — just share your details and i’ll be in touch.