I led content strategy and copywriting for a series of fall 2025 ads in DU’s alumni magazine, each making the case for scholarship support while speaking to a distinctly different audience and motivation.
- The first is aimed at foundations and institutional partners, showing how a collaboration with the Denver Scholarship Foundation and the Prosperity Denver Fund leverages donor contributions up to three times over — the multiplier argument that matters most to funders evaluating where a gift goes furthest.
- The second builds urgency around Giving Tuesday, pairing a $10,000 matching gift with a firm date and a QR code so readers can act in the moment.
- The third takes a different tack entirely: a DU-branded bourbon crafted by alumni distillers and aged using aspen from the university’s Kennedy Mountain Campus, with proceeds supporting scholarships — an affinity play that invites alumni into the campaign without it feeling like a solicitation. It also did double duty for Discover the Difference, our content marketing plan: the ad’s QR code routed readers to a gated landing page where they opted in to the Discover the Difference email list, turning curiosity about a whiskey bottle into a known, reachable audience.
Working across all three meant holding one consistent message — scholarships change what’s possible for DU students — while varying the voice enough that a foundation director, a year-end donor, and a curious alum each encounter an ad that sounds like it was written for them.