My fundraising philosophy is simple: People like to share what they care about. I design campaigns that give donors permission to brag, invite others in, and participate in ways that already feel natural. Instead of asking donors to behave differently, I meet them where they are and build fundraisers around things they already do. Understanding donor psychology allows me to create campaigns that travel organically and drive real results.
Campaign Case Study: Manatee Valentines
In an effort to raise funds for starving wild manatees, I conceptualized and executed a Manatee Valentine fundraising campaign that invited donors to send a valentine to a recipient of their choice in exchange for a $25 donation. Each valentine was handwritten to evoke a sense of nostalgia, giving donors a personal way to share their love of manatees with friends and family across the country.
The campaign raised $3,700 from 118 donors who sent 142 valentines. Beyond the monetary success, nearly all of these donors were new to our organization. The valentine design can be viewed in the Print Design section.
Campaign Case Study: #CatsSavingCats
#CatsSavingCats was a fundraising campaign built around a plush Florida panther, with proceeds supporting conservation of the endangered Florida panther. The campaign tapped into a simple truth of online behavior: People love posting photos of their cats. In recognition of that fact, I harnessed it to frame domestic cats as helping their wild feline cousins. Donors were invited to purchase the plush and share photos of their cats alongside it using the hashtag #CatsSavingCats.
The response was overwhelming. Supporters purchased the plush specifically to pose their cats with it, turning donor participation into organic promotion. The plush doubled as both a fundraising tool and an advertising asset, with user-generated content extending the reach of the campaign far beyond paid or owned channels. By aligning the ask with natural donor behavior, the campaign created meaningful engagement while supporting wildlife conservation.
Monthly E-Newsletter
Each month, I design and send a monthly e-newsletter, Nature Matters, to more than 45,000 donors. I am responsible for both the content and design. You can find an example of my latest e-newsletter below:
Rachael Schirmer 