Campaign Overview
In Fall 2025, Dallas Contemporary set an ambitious goal: to build a cohesive, multi-channel End-of-Year (“EOY”) fundraising campaign that elevated the museum’s identity as Dallas’s only Kunsthalle while driving donations across digital and print touchpoints.
Working as the lead strategist and creative director, I developed the campaign concept, aesthetic system, written appeals, donor messaging, segmentation frameworks, and rollout structure. The theme, Support Your Local Kunsthalle, positioned DC’s mission of free contemporary art access as a community-driven act of generosity.
The campaign spanned mailers, newsletters, social media, and merchandise, with coordinated content running from mid-November through early January.
Design system, color palette, typography tests, envelope mock-ups, and layout exploration.
I built a warm, textured visual language incorporating monochrome blues, copper red accents, and editorial typography, drawing from research explorations and style tests (envelopes, letter layouts, typographic studies, and color palette).
I authored all campaign writing, including:
The launch letter from Executive Director Lucia Simek, establishing the emotional and conceptual core of the campaign.
The public press announcement introducing the mission-forward case for support.
Social media scripts, email flows, donation-page language, and donor-targeted messaging.
This unified editorial tone across every touchpoint and articulated how community support directly fuels exhibitions, education, performance, and public programs.
Rollout
I structured and managed a clear donor journey from mid-November to early January, including:
Campaign launch and newsletter kickoff
Gratitude messaging for Thanksgiving
Weekly storytelling and updates
Final push before year-end
January wrap-up with public thank-yous and impact framing
This approach created consistent visibility while supporting Development and Visitor Engagement in donor follow-up.
Impact
The campaign established a cohesive, repeatable framework for Dallas Contemporary’s annual fundraising, strengthened institutional storytelling, and deepened public understanding of DC’s role as a Kunsthalle. It also unified internal teams around a shared communications strategy and elevated the museum’s voice across platforms.
