OBjective
Despite 80 years of ministry, InterVarsity struggled with brand awareness among evangelical Christians. Research showed that only 29% of our target audience recognized the organization, well behind competitors like Cru and FCA. At the same time, fundraising relied heavily on peer-to-peer models, leaving a gap in scalable, centralized marketing.
Our challenge was how to reposition the brand as both relevant and mission-driven while launching a sustainable annual giving program to fund long-term growth.
RESULTS
Millions raised · 60% increase in new donors · Thousands of students engaged
CLIENT
InterVarsity Christian Fellowship/USA
CAMPAIGN
Annual Fund Transformation
MY ROLE
Senior Marketing Strategist
As the Senior Marketing Strategist, I played a pivotal role in creating and shaping a new marketing department, transitioning from an existing communication-focused structure to a dedicated strategic marketing team. I led the establishment of new processes, managed relationships with internal stakeholders and external vendors, and guided our team in adopting effective operational workflows. My leadership was instrumental in optimizing resources and elevating the organization's marketing capabilities.
Audience Research & InsightS
I led a full audit of brand perception, donation trends, and audience segmentation. Partnering with our research agency, Hanover, we uncovered key barriers:
Even with 80 years of history, InterVarsity Christian Fellowship/USA doesn’t have a clear reputation, especially with older evangelicals. In a survey, only 29% of their respondents indicated they were “somewhat familiar” with InterVarsity.
Confusion around how InterVarsity differed from other ministries ike Cru or Fellowships of Christian Athletes (FCA)
A lack of urgency or tangible mission drivers in past appeals
Simultaneously, I aggregated internal data—Google Analytics, historical donor files, and qualitative interviews with stakeholders—to build personas and prioritize donor journeys.
A core insight emerged: people support what they can see and feel a part of. Our messaging had to make the mission personal, specific, and urgent.
How can we position intervarsitY as impactful and relevant?
STrategy
To bridge that gap, I architected a brand and campaign platform rooted in three focuses:
1) scaling the mission
We felt like there wasn’t a compelling reason for a potential donor to support InterVarsity. By stating a clear goal of reaching all 2,500 US college campuses by 2030, this gave supporters a tangible goal to rally around.
2) Bring Revival back
For our core donor base—50+ year-old evangelical Christians—we connected the strategy to the word “revival” and spiritual renewal language, evoking deep resonance with their faith journeys creating a sense of excitement and nostalgia.
3) Reaching gen z
We positioned InterVarsity as the organization that is equipped to walk alongside today’s college students in a rapidly changing world.
Execution
Strategic Messaging: Created a new positioning framework: clear mission, bold ambition, and language that spoke to both legacy supporters and new prospects.
Content Development: Produced multi-channel assets—from email series and landing pages to direct mail and keynote scripts—anchored by the 2030 Calling vision.
Donor Journey Mapping: Designed engagement ladders to guide people from awareness to recurring giving.
Analytics Dashboard: Built custom reports in Salesforce to track giving, retention, and campaign ROI across channels.
Campaign Activations
2030 Calling Microsite
Provide a clear storytelling-driven hub where donors could learn about launching new chapters and sponsor local chapters focused on the goal of the 2030 calling, reaching all 2,500 US college campuses by 2030
This offer allowed donors to be a part of something that is tangible. Giving supports a chance to help plant chapters on campuses across the country as a Campus Planter.
revival campaign launch
During their national stakeholder meeting, the president of InterVarsity centered the efforts of the organization on one key goal: Helping U.S. campuses experience revival. This brought much-needed clarity to the organization. This approach allowed us to integrate PR, social media, and national event messaging around a shared goal: spiritual revival through Gen Z.
Sustainer Program
Launched a monthly giving program where we treated valued supporters to exclusive updates, behind-the-scenes insights, and webinars with our leadership.
Thought Leadership
Contracted with Christianity Today to run paid content featuring InterVarsity leadership, positioning the organization as a trusted voice on engaging Gen Z college students. Leveraged the publication’s credibility to reach ministry leaders and strengthen brand authority within the Christian ecosystem.
Results
We’re excited to see InterVarsity cut through the noise, lay the groundwork for future growth, elevate its visibility among evangelical donors, and strengthen internal brand alignment.
millions of dollars raised through marketing
across new and renewed giving streams.
60% increase
in newly acquired donors
confirming improved resonance and clarity.
thousands of students
reached
through expanded campus programs, even during the shift to virtual learning due to the pandemic.
WhY It Worked
We didn’t just clarify the brand—we gave it forward motion.
We aligned the message, mission, and moment.
We activated new donors while equipping legacy supporters to champion our cause.
Rebranded to build trust, warmth, and resilience, driving inquiries and waitlist.