What actually moves donations for nonprofits — and what only looks like it does. Written from live campaigns, not from theory.
You don't necessarily need seven different people. In fact, I've seen that smaller, tighter teams are often better. They are agile. They can respond instantly when things are underperforming, optimize on the…
Read →Most nonprofits run paid media the way they run galas: big push, big spend, fingers crossed, then silence until next year. It feels intuitive. It's also leaving donors — and dollars — on the table every single…
Read →I don't mean that it's strange, or difficult, or unique — though it is all of those things. I mean that statistically, fundraising growth does not follow a Normal Distribution. And this changes everything.
Read →Most charity ads I see look exactly like this: "$25 helps someone like John" — followed immediately by a big "Donate Now" button. Is this a bad ad? No. It can actually work well... but only for a very small…
Read →New donors surged. Revenue spiked. Nothing about generosity changed — people just finally saw the work.
Read →Papelmania is a Peruvian stationery brand. Over 12 months, I managed their entire paid media program — strategy, creative, landing pages, analytics — proving that the always-on approach works at any scale.
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