Safe Families

  • To support Safe Families Michigan, a nonprofit dedicated to helping families in crisis, I developed a digital strategy to amplify their mission and increase community involvement. Safe Families serves as a critical support system for parents struggling with challenges such as mental health, offering them the opportunity to heal and reunite with their families before children are placed into foster care.

    The campaign goals were clear: increase volunteers, hosts, and donors. To achieve this, I focused on video-driven storytelling that highlighted the heart of their mission. This included powerful testimonials from families and volunteers, educational content about the organization’s impact, and animated videos illustrating the volunteer journey.

    By sharing these stories through social media, we were able to bring awareness to the organization’s unique role in the community and inspire people to get involved. The combination of authentic testimonials, engaging animations, and informative video content helped communicate a complex and emotional message in a way that was both accessible and compelling.

    • Increasing community involvement through sponsorships 

    • Gathering video testimonials (clients, donors, volunteers, hosts) 

    • Helping the audience understand the mission rather than it always being a sob story 

    • Grow client testimonials through video/photo content 

    • Grow volunteers 

    • Grow hosting families 

    • Grow involvement in the Kalamazoo community 

    • Grow engagement on social media

How I Shifted the Needle:

I helped Safe Families Michigan translate a sensitive, complex mission into a clear and compelling digital presence. By leading a video-driven storytelling strategy, I took the organization from being largely unknown on social media to actively sparking conversations and action within the community.

Built credibility & trust:

Instead of leaning only on emotional appeals, I introduced a balance of authentic family/volunteer testimonials, animated explainers, and educational content. This repositioned the nonprofit from a “sob story” to a trusted, solutions-driven support system, making it easier for the community to understand and rally behind the mission.

Increased engagement & reach:

The campaigns amplified visibility on Facebook, growing social media engagement and reach in a way the client had not seen before. The storytelling approach gave them a repeatable content framework that continues to generate attention beyond a single campaign.

Mobilized community action:

By humanizing the volunteer journey and clarifying how people could help, I helped convert passive followers into active supporters—expanding volunteer interest, donations, and host family inquiries.

Created long-term assets:

The video and animation library I helped produce became evergreen content the nonprofit can use in future campaigns, presentations, and donor pitches, giving them long-lasting value beyond the immediate project.

Work Samples