Marketing

Case Study

Concept and creation of the annual Family Christmas Project starts 5 months before the holiday. This campaign involves fundraising staff to raise money for at-risk youth to experience Christmas off the streets.

Campaign
Family Christmas Project

Organization
The Coffee Oasis

Goal: Raise money for youth experiencing homelessness to have a Christmas experience.

Marketing needs: Reach out to donors in coffee businesses and reach donors through in person or online touchpoints.

Open booklet and visiting card for Christmas event, featuring photos of people, holiday decorations, and a festive atmosphere.
A hand holding a to-go coffee cup in front of a decorated Christmas tree with warm yellow lights.

Coffee business marketing Chanel created and printed:

  • created branded coffee cups

  • signage

  • custom holiday coffee blend labels

  • seasonal merch

  • all designed to track where donations are coming from

Donor outreach materials made for fundraising staff:

  • presentation brochures

  • digital slides

  • website pages

  • social media graphics, photos, and videos

  • printed collateral for events

Graphic showing the number 710 representing children experiencing homelessness in Kitsap School Districts during the 2023-2024 school year, with a background of a mural painted on a brick wall, including a palm tree, and part of a metal staircase.

Creating a calendar that prepares & educations, instead of one that overwhelms donors.

Children and adults gathered around a decorated Christmas tree, with one child wearing a white hat, participating in a holiday activity.
People in line at a donation event for youth shelter, with a prominent message about the impact of every dollar donated on youth shelter. The event is associated with Giving Tuesday and Coffee Oasis.

Reaching donors and volunteers involved creating postcards that featured photos of youth Christmas parties. As Marketing Manager, it is my responsibility to find photographers, distribute media releases, and triple-check for consent from anyone being used in collateral.

Marketing isn’t always about picking the best quote or photograph that tells the story; it is imperative that clients have full understanding and advocacy over how their identities are presented.

Created, printed, and distributed to mailing center.
Collage of images from a Christmas event at the Coffee Oasis. Top row shows a group of people gathered in a decorated space, a woman smiling and holding a Christmas gift, people browsing at a table, and individuals on stage with Christmas costumes. Bottom row includes a girl working on a holiday craft, young people opening presents, and a person with a backpack receiving a gift. The event promotes giving youth Christmas gifts.
Collage of images from a Christmas event at the Coffee Oasis. Top row shows a group of people gathered in a decorated space, a woman smiling and holding a Christmas gift, people browsing at a table, and individuals on stage with Christmas costumes. Bottom row includes a girl working on a holiday craft, young people opening presents, and a person with a backpack receiving a gift. The event promotes giving youth Christmas gifts.

While the cafes transformed the customer experience overnight from cozy coffee shop to Christmas immersed after Thanksgiving, the marketing online worked through drip-campaigns to prepare donors for holiday giving needs.

  • Social media channels boosted stronger engagement with a week of Hunger & Homelessness Awareness Week posts. We focused on creating images with local data and stood out as an authority that could be trusted by sharing our own nonprofit impact numbers.

  • Hunger & Homelessness Awareness Week led donors to the international Giving Tuesday campaign, which served as the first major donation ask for Family Christmas Project.

  • Emails sent doubled but became shorter. This newsletter to quick update approach in design boosted open rates by 10%

  • Meta ads were created to test captions and if static vs video posts were more effective.

 “Raising over $300K through the 2025 donation forms is a huge accomplishment and really speaks to the strength and consistency of your digital marketing efforts across those channels. I’m excited to build on this momentum as we head into the new year. I’m also grateful to work with you, Chanel.”

— Director of Advancement

Design Work

A look at the multiple print projects that Chanel produces, prints, and distributes to donors or vendors. Includes fun projects she’s created.

View Project
A person holding a community support brochure at a baseball game. The background shows the field with players and a scoreboard on a sunny day.

Get in Touch

If you want to contact me, this is the place to do so! Please allow 3 business days for response before reaching out again.