Welcome

Welcome to my final digital strategy portfolio for Ronald McDonald House Charities Pittsburgh. This project showcases a complete multi-platform social media campaign designed to elevate awareness, strengthen community engagement, and support RMHC’s mission to keep families close during pediatric medical care.

Over the course of this semester, I developed a comprehensive set of strategic, creative, and analytical materials, including a brand audit, content calendar, platform-specific posts, paid ads, an accessibility review, a crisis communication plan, and performance measurement tools.

My goal was to create a cohesive, mission-centered campaign that blends emotional storytelling with rigorous strategy. This site serves as both a showcase of my design and communication skills and a documentation space for the full project development process. Each section includes visuals, summaries, and downloadable files that illustrate how the campaign was built. The final result is a digital strategy that reflects RMHC’s compassionate voice, community-centered mission, and commitment to supporting families during their most difficult moments.

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Strategy & Research

Brand Audit & Competitive Analysis

This section presents a detailed review of RMHC Pittsburgh’s current digital presence and compares it to three peer organizations: RMHC Philadelphia, Richmond, and Northeast Ohio. The audit identifies strengths such as compassionate messaging and strong community storytelling, while highlighting opportunities for improvement in visual consistency, posting frequency, and use of video content. By assessing tone, content types, and engagement strategies across chapters, this analysis establishes a research-based foundation for the campaign. The findings directly informed the strategic direction, helping shape a more cohesive, video-forward, and mission-centered approach that better reflects RMHC Pittsburgh’s audience and organizational goals.

Camapign Goals & Target Audiences

This section outlines the clear objectives guiding the campaign: increasing awareness, strengthening emotional engagement, boosting volunteer involvement, and encouraging donations. The goals are rooted in RMHC’s mission of keeping families close during medical treatment and focus on expanding reach while deepening community trust. Target audiences were identified through research and platform insights, including caregivers, volunteers, donors, local Pittsburgh residents, and younger users active on Instagram and TikTok. Understanding these audiences allowed for tailored messaging and platform-appropriate content, ensuring each communication choice aligned with the motivations, needs, and behaviors of those most likely to support RMHC Pittsburgh.

Strategic Goals

The campaign is built on five strategic goals designed to strengthen RMHC Pittsburgh’s digital presence. These include prioritizing story-driven content featuring families and volunteers, expanding short-form video across TikTok and Instagram Reels, enhancing accessibility and representation, implementing platform-specific approaches, and establishing consistent posting routines. Each goal directly responds to insights from the brand audit, accessibility review, and audience research. Together, they create a cohesive framework that elevates engagement, improves visibility, and ensures all content is mission-aligned. These goals guided the creation of every asset in the portfolio, resulting in a meaningful and sustainable digital strategy.

Content Creation

Mock Posts

This section showcases original social media content designed specifically for RMHC Pittsburgh’s audiences and platforms. The mock posts include volunteer spotlights, family testimonials, behind-the-scenes videos, seasonal posts, and donation prompts crafted for Instagram, Facebook, and TikTok. Each piece reflects RMHC’s compassionate voice and incorporates accessible, emotionally compelling visuals that resonate with supporters. The content demonstrates an understanding of platform norms such as using short-form video on TikTok, storytelling on Instagram, and community-focused posts on Facebook. These examples show how consistent branding, thoughtful messaging, and mission-centered storytelling can deepen engagement and inspire users to take meaningful action.

Posts

Content Calendar

The content calendar provides a structured, two-week posting schedule that balances storytelling, educational content, volunteer highlights, and donation call-to-actions. Each day includes a clear platform assignment, post type, caption theme, and strategic goal, ensuring the campaign remains organized and audience-focused. Timing choices reflect peak engagement periods on Instagram, Facebook, and TikTok. The calendar integrates emotional stories, behind-the-scenes moments, trend participation, and partner recognition to broaden reach and reinforce RMHC’s mission. This plan demonstrates how consistency and thoughtful pacing can sustain audience interest while advancing long-term community and fundraising goals.

Paid Ad Designs & Targeting

This section includes three platform-specific paid advertisements designed for Facebook, Instagram, and TikTok. Each ad uses unique messaging and imagery made for the platform’s audience behavior, from impact statistics on Facebook, to testimonial-based storytelling on Instagram, to a festive community partnership message on TikTok. Every ad includes carefully selected demographic, behavioral, and geographic targeting centered around the Pittsburgh region. The proposal illustrates how paid promotion can extend reach beyond organic content, attract new donors and volunteers, and reinforce RMHC’s mission. Together, these ads create a cohesive, high-impact paid media strategy that complements the broader campaign.

Paid Ads

Accessibility & Crisis Planning

Accessibility & Inclusivity Review

This review evaluates RMHC Pittsburgh’s digital content through an accessibility lens, focusing on alt text practices, captioning, readability, color contrast, inclusive language, and representation. The assessment identifies areas that could unintentionally exclude users with visual, auditory, cognitive, or mobility differences. Recommendations include improving closed captions, avoiding text embedded in images, enhancing contrast, using screen-reader-friendly descriptions, and incorporating more diverse family imagery. The goal of the review is to ensure RMHC’s social media remains welcoming, equitable, and aligned with its family-centered values. This section highlights the importance of designing digital spaces that everyone can access and feel represented in.

Crisis Communication Plan

This section outlines a comprehensive crisis response protocol tailored to RMHC Pittsburgh’s needs. It addresses two realistic scenarios: misinformation about donation use and an insensitive post made by a volunteer. The plan defines clear internal roles, rapid response timelines, communication workflows, and ready-to-use public statements. Its purpose is to protect RMHC’s reputation, maintain donor trust, and respond with transparency and compassion when challenges arise. The document emphasizes accountability, accuracy, and sensitivity, especially when addressing topics involving families and children. This plan ensures RMHC can navigate online issues calmly, professionally, and aligned with its mission.

Analytics & Budget

KPI Framework & Dashboard

This analytics framework identifies five key metrics essential for evaluating the campaign’s success: reach, engagement rate, click-through rate, follower growth, and conversions. The reporting structure includes a monthly dashboard designed to compare post performance, observe platform trends, and identify high-impact content types. This data-driven approach helps RMHC Pittsburgh adjust strategies over time and allocate resources effectively. By monitoring both awareness metrics and action-based results, the analysis ensures the campaign remains aligned with organizational goals such as donor engagement and volunteer recruitment. This section demonstrates how ongoing measurement strengthens long-term social media impact.

Monthly Budget Allocation

The budgeting plan outlines a practical $2,000 monthly allocation made for this nonprofit environment. Funds are distributed across essential areas including staff time, paid advertising, content creation, micro-influencer partnerships, and digital tools such as Canva Pro. Each expense directly supports storytelling, visibility, or community engagement while respecting RMHC Pittsburgh’s limited resources. The plan demonstrates how strategic budgeting maximizes impact that ensurses high-quality content, targeted reach, and timely engagement without overspending. This financial structure supports both short-term campaign needs and long-term sustainability, making it a realistic and effective plan for nonprofit digital strategy.

Budget Sheet

Welcome

Strategy & Research

Content Creation

Accessibility & Crisis Planning

Analytics & Budget

Pitch Presentation