Muscular Dystrophy Association

NEUROLOGY
DIGITAL MARKETING
FUNDRAISING
DIRECT MAIL
VIDEO
PARTNERSHIPS
EVENT MARKETING
PEER-TO-PEER


The Muscular Dystrophy Association (MDA) was best known for the Jerry Lewis Labor Day telethon that ran for 45 years and raised over $2 billion for the organization. I spearheaded creative across channels for MDA's fundraising channels from 2018-2023. With each tentpole event or organizational milestone, we developed integrated campaigns that injected new energy into the program to acquire donors and motivate existing supporters to give again.

MDA came to my team to find a way to regain the momentum of giving around Labor Day. Rather than attempting to capture lightning in a bottle for a single day, we created a campaign that spanned the entire month of September. We called it 30 Days of Strength, and it not only featured the will of people living with neuromuscular disease, but also challenged supporters to show their own power of will on social media.

30 Days of Strength was everywhere in September. It launched on jumbotrons at MLB games on Labor Day weekend and gained momentum as inspiring MDA families and doctors were featured every day on social media and in millions of digital advertising impressions. Celebrities like Melissa Joan Hart and MLB star Rhys Hoskins participated in the challenge to help spread the word. We also created a series of personalized direct mail packages that were sent to MDA’s active donors and prospects.

The campaign brought a renewed attention to the organization and a sustained level of support. During the month of September, digital fundraising surpassed MDA’s goals by 171%, and a new annual campaign was born with the promise to grow the organization to new heights year after year.