Transforming the Fanny Pack Foundation — From Local Event to $1.4 Million Nonprofit

Problem

When I joined the Fanny Pack Foundation, the nonprofit was in its early stages:

• No online presence — no website, no donation platform, and no social media strategy.

• Only one event on the calendar: the annual Christie Golf Tournament, with ambitious goals to fill player spots, secure sponsors, and maximize fundraising.

• Limited resources and high stakes: ALS families were counting on us, and we needed to build credibility fast to attract both players and donors.

The mission was clear: build everything from scratch and transform a single event into a powerful, sustaining fundraising engine.

Solution

I stepped into the role of Director of Marketing and accepted the challenge voluntarily, driven by my personal passion for supporting ALS families.

• Built the Entire Digital Infrastructure:

• Designed and launched the nonprofit’s first-ever website, including a streamlined donation platform and compelling storytelling pages.

• Developed a user-friendly online registration system for the golf tournament, simplifying sign-ups and payments.

• Produced High-Impact Video Content:

• Scripted, filmed, and edited a professional donor appreciation and impact video.

• Told the story of the nonprofit, highlighting families impacted by ALS and showcasing donor contributions.

• Led Social Media & Campaign Execution:

• Directed organic Facebook and Instagram campaigns to build event awareness.

• Used compelling visual content and donor stories to increase engagement and reach.

• Full-Funnel Event Strategy:

• Drove event sign-ups, filling all player spots within the first month.

• Secured a sponsor for every hole on the course.

• Supported event logistics and day-of execution to ensure a seamless experience.

• Elevated Fundraising Impact:

• During the final event banquet, my donor impact video played — and immediately after, an inspired anonymous donor contributed $100,000 on the spot.

Results

• Raised over $400,000 in a single event, setting a new fundraising record.

• Attracted an additional $100,000 gift after the donor impact video.

• Surpassed $1.4 million total raised over three years of growth.

• Secured full sponsorship coverage for every hole on the golf course.

• Built a lasting digital foundation — website, social media, and video assets — ensuring ongoing success for future events.