RENE FLORES

Elevating Storytelling to Mobilize Donors



Community Development Corporation of Oregon



As part of my work with the Community Development Corporation of Oregon (CDCO), I led digital storytelling and content strategy for several community-centered initiatives, including one of its most compassionate projects: the Welcome Home Basket campaign by East County Housing (ECH), a housing-focused subsidiary of CDCO.

The Welcome Home Basket program supports newly housed families in East Multnomah County by providing essential home items—such as bedding, cookware, and hygiene supplies—immediately upon move-in. Many of these families are transitioning from homelessness or crisis and entering empty apartments with little more than their keys. This initiative restores dignity and comfort during one of life’s most vulnerable moments.

As Digital Marketing Manager for this project, I developed the campaign’s messaging, visual storytelling, and community engagement strategy. My focus was to humanize the housing crisis, inspire tangible donor action, and amplify the voices of families rebuilding their lives, while helping CDCO deepen its reach and relevance across digital channels.



Social Communities I Managed



The Challenges

Families transitioning out of homelessness were receiving the keys to new apartments, but walking into empty homes. No beds, no dishes, no basics. The emotional toll of starting from zero was immense. Community members wanted to help, but lacked a clear, direct way to engage.



The Strategy

I developed a digital storytelling campaign rooted in empathy, dignity, and clarity. My goals were to:

  • Humanize the housing crisis with real stories.
  • Showcase tangible impact through photos and carousel posts.
  • Guide donors with clear levels of giving and accessible asks.
  • Tactics included bilingual captions, emotionally resonant copy, reels of families entering their homes, and Amazon wishlists.

The Execution

Across platforms like Instagram and Facebook, I launched:

  • Carousel campaigns featuring real stories.
  • Bilingual messaging in English and Spanish.
  • Community shoutouts for donors and sponsors.
  • Integration with email blasts and event calls-to-action.

Social Media Content





Emails



Results

  • 100+ Welcome Home Baskets delivered.
  • Increased donor conversion via specific, story-led asks.
  • Families reported feeling “seen,” “cared for,” and “ready to rebuild.”

Why It Matters

This project shows the power of values-driven marketing:

  • When stories are told with care, people give with purpose.
  • When impact is tangible, donors feel included.
  • When strategy meets empathy, community grows stronger.

Savannah

Director of Advancement

5 of 5 stars


Rene is an incredible worker and visionary! Anyone would be lucky to have him on their team. He skill set is multifaceted and he's a great listerner when it comes to understanding, messaging and marketing.