Nonprofit Marketing Leadership · 2025
Three projects. One mission. One clear message.
Coreluv International — May Match 2025: Pure Worship
Campaign Strategy · Messaging · Creative Direction · Integrated Marketing
The challenge
Each May, Coreluv International invites supporters to double their impact through its annual matching-gift fundraising campaign. In 2025, the campaign brought together three distinct priorities:
- Haiti: Completing the Special Needs Village, a home for young adults with disabilities.
- Honduras: Advancing the development of Cedros Children's Village, a future home for orphaned children.
- Houston: Expanding local outreach to vulnerable children and families.
Each initiative had its own needs and stories. Presented separately, the projects could feel like three competing appeals.
How could we tell three different stories while reinforcing one mission and giving supporters one clear invitation to participate?
The strategic approach
One unifying idea: Pure Worship
Working with Coreluv’s leadership and team, we developed the Pure Worship campaign concept, grounded in James 1:27 and the biblical call to care for orphans and vulnerable children.
The concept gave us a central message that could connect Coreluv’s work across locations and programs. Three principles guided the campaign:
- One central message. Connect each initiative to Coreluv’s larger mission through a consistent theme and visual identity.
- Distinct stories, shared purpose. Communicate each project’s unique needs while reinforcing why the work matters.
- One clear invitation. Give supporters a consistent opportunity to participate through May Match.
Bringing the strategy to life
As Coreluv’s Marketing Director, I helped shape the campaign strategy and messaging while leading its creative direction and coordinating marketing execution.
I personally designed much of the campaign’s visual and communication system, including its typography and supporting graphics, the landing page, campaign emails and social graphics, presentation slides, a direct-mail postcard, T-shirts, and stickers.
From project stories to matched giving
The landing page connected the campaign theme and the three project stories to the giving experience. Supporters could see what May Match would fund and how a matched gift could help.
A shared message for social and print
The social artwork and direct-mail postcard used the same opening question, photography, and typography to connect people back to the campaign.
One identity across the campaign
Each piece had its own job. Presentations explained the campaign and its projects, email and social kept the invitation in front of supporters, and merchandise carried the identity beyond digital channels.
The result
+7.4%
Year-over-year increase in designated May Match donations
Designated donations rose from approximately $298,000 in 2024 to $320,000 in 2025.
This result reflects the collective work of Coreluv's leadership, development and marketing teams, partners, and donors. It should not be attributed to any single marketing decision.
What this work reinforced
A strong campaign is more than a collection of well-designed materials.
The most important work often happens before the first graphic is created. It starts with understanding what needs to be communicated, identifying the common thread, and deciding how each piece will support the larger purpose.
For Pure Worship, that meant bringing three projects together without losing what made each one meaningful. The team could carry the same story from the campaign landing page to a postcard and still give each project room to explain why it mattered.