RENE FLORES



Raise the numbers Campaign at CDCO



The Raise the Numbers campaign was a digital fundraising initiative designed to raise awareness and funds for Rockwood CDC, one of five subsidiaries under the Community Development Corporation of Oregon. The campaign translated data from the Rockwood Identity Atlas, a comprehensive 100-page research report on East Multnomah County demographics, into compelling, accessible narratives that moved donors to support systemic change in underserved communities.

As Digital Marketing Manager, I led the strategy, storytelling, and content execution across email, social media, and paid advertising to connect donors with the crisis facing East County residents and inspire action through tiered giving opportunities.



The East County Crisis

  • 10-year life expectancy gap: East Multnomah County residents live 10 years shorter than Portland residents due to systemic under-investment
  • Food insecurity: Only 1 major grocery store vs. 13 in the surrounding areas
  • Housing crisis: Average household income is nearly 50% lower than in Portland
  • Health disparities: Worst outcomes on 16 out of 19 key health indicators in the Portland metro area

The Challenges

The campaign faced several critical challenges:

  • Translating Complex Data: The Rockwood Identity Atlas contained 100+ pages of data, maps, and demographic information. The task was to break down this density into emotionally resonant, actionable messages that donors could understand and care about.
  • Building Urgency: Many donors were unaware of the severity of health disparities in East County. We needed to create awareness while avoiding paternalistic or stigmatizing narratives.
  • Limited Audience Reach: Our existing social media channels had modest followings (200-320 followers across platforms), so we needed organic growth strategies and strategic paid amplification.
  • First-Year Campaign: As a newly launched initiative, we had no baseline data or historical performance to guide strategy, requiring us to test and learn in real-time.


The Strategy

I developed a digital storytelling campaign rooted in empathy, dignity, and clarity with three core pillars:

1. Humanize the Data with Real Stories

Rather than overwhelming donors with statistics, we paired compelling data insights with photos and videos of real East County residents and families. This approach honored the dignity of community members while illustrating systemic barriers.

2. Showcase Tangible Impact Through Tiered Giving

We created three clear donation levels with specific, achievable outcomes:

  • $100: Culturally specific healthy meals for a family
  • $500: Mentorship and financial support for BIPOC entrepreneurs
  • $1,000: Safe housing for a family or domestic abuse survivor

This structure lowered the barrier to entry while allowing major donors to make significant impact.


The Execution

Email Content

Created 7 targeted emails with bilingual messaging, emotionally resonant copy, and clear CTAs driving donors to the landing page. Emails were sequenced to educate, inspire, and convert across the donor journey.



Social Media Content

Produced 14 organic and paid posts across Facebook, Instagram, and LinkedIn featuring carousel campaigns, real family stories, data visualizations, and community impact videos in English and Spanish.





Community Partnership

Partnered with 7 local organizations to amplify reach, extending our message to audiences already engaged with community-based work and building grassroots momentum.


Creative Direction

All creative assets: photography, video, carousel designs, and layouts that centered dignity, authenticity, and accessibility. Every image and word reinforced that systemic barriers, not individual failings, drive inequality.


Campaign Results Breakdown

  • $80K Raised (80% of $100K goal) through strategic multi-channel fundraising
  • 3.5% Email CTR (at industry benchmark), demonstrating the power of direct donor relationships and segmented messaging
  • 2.3% Social Media CTR (at industry benchmark), building awareness and extending reach among new audiences
  • Expanded donor base by 2%, growing the email list for future campaigns and long-term donor engagement
  • Storytelling + Data posts outperformed static graphics by 2-3x, validating our human-centered creative approach

While we fell short of the $100K goal by $20K, this first year provided invaluable insights for scaling the campaign in year two. The strong email performance, successful community partnerships, and expanded donor base set the foundation for growth. Key improvements for next year include increased paid social media investment, expanded partner outreach, and refined storytelling sequences based on donor engagement data.

Why It Matters

  • Funded critical CDCO programs including transitional housing, health outreach, and food security initiatives that directly serve East County residents
  • Built donor awareness and urgency around systemic health disparities in underserved communities
  • Demonstrated the power of ethical storytelling in nonprofit fundraising—centering community dignity while addressing systemic barriers
  • Established a replicable model for translating research and data into compelling, actionable fundraising campaigns

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.