Dakota Boys and Girls Ranch Digital
Nonprofit
Digital Fundraising Overhaul
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Introduction
Full-funnel digital ad transformation
When I inherited the digital fundraising creative for Dakota Boys and Girls Ranch, results were stagnant. Despite a strong mission, their ads lacked: a clear value proposition, cohesive brand visuals, offer-specific messaging, strategic segmentation. The result? A 0.47 ROAS and only $63k in annual revenue from digital ads
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Results
Impact
I led a complete creative and campaign restructure:
- Rebuilt the message architecture from the ground up to speak directly to pain points (e.g., trauma, suicide risk, mental health).
- Introduced persona-specific offers across the donor lifecycle (cold, lapsed, warm, active).
- Refined design systems to feel more urgent, modern, and human.
- Shifted the client to Classy for better donor conversion optimization
My approach is data-obsessed, human-centered, and results-driven. We didn’t just refresh the visuals — we reframed the narrative around the emotional urgency of youth mental health and the donor’s role in the solution. And it paid off.
In one year under my creative direction:
- ROAS jumped from 0.47 → 3.53
- Annual revenue from digital ads increased to $471k (🚀 +648%)
- Conversions more than doubled (from 611 to 1,492)
- Clicks became more efficient: 88k fewer clicks, yet 881 more conversions
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