The 12 Days of Giving was a campaign within a campaign. The Eugene Family YCMA’s End-of-Year appeal cycle ran from late October through the close of 2025, and the 12 Days sub-campaign kicked off on Giving Tuesday. It was designed to inject a burst of joy and momentum into the fundraising season, showcasing real Y members to illustrate the powerful impact donors make in the lives of their neighbors.
I was the design lead, developing the branding for the campaign and creating nearly all of the assets, with input from Marketing and Philanthropy staff. I drafted some of the written content accompanying the designs, and had a hand in editing all copy.
The project was fast-paced and collaborative, bringing together our Philanthropy and Marketing teams, our interns, fellow staff, boardmembers, and Y members. Deliverables were extensive, and began with graphics customized for our website and app, email marketing, social media, and the digital screens that populate the Y itself. These branding elements were combined with photos and videos of real members, staff, and volunteers, to tell the vibrant stories of connection we see every day around the Y. With the help of matching gifts from local businesses and individuals, we well exceeded the campaign’s goal of raising $100,000.
Digital Screens
These colorful and engaging images feature real Y members and staff, and were displayed on the many digital screens throughout the Y’s Don Stathos Campus, accompanied by sponsor logo graphics. They tell the story of the impact donors make in the Y’s core areas of focus: Youth Development, Healthy Living, and Social Responsibility.
I made a conscious effort in this campaign to represent the diversity of our membership, which, like Eugene itself, is comprised of people of every age, economic stratum, ethnicity, and gender identity.
I was responsible for the design, and all of the copy was either adapted from draft content supplied by our Philanthropy team, or written by me.
Social Media Graphics & Video
These assets ran on Facebook, Instagram, and LinkedIn, and were accompanied by copy customized by channel and audience.
Our Marketing intern, Philanthropy Officer and I captured these and other candid video assets for the social campaign, which I reviewed, branded and co-edited.
Email Marketing
A series of 12 Days of Giving targeted emails were sent during the End-of-Year campaign, featuring custom headers and other graphic elements.
Copy for these emails was drafted by our Philanthropy team, and edited by myself and fellow Marketing staff.
Additional End-of-Year Campaign Assets
As the 12 Days of Giving campaign was digital-only, I’m including some deliverables I designed for our larger End-of-Year campaign, including an appeal letter and a sample print ad. The overarching theme of this campaign was “Belonging that Spans Generations.” The copy for the appeal letter was crafted by a fellow Marketing team member.
Appeal Letter (2-sided)
Quarter-page Print Ad for Oregon Family Magazine
Digital Screens
This campaign beautifully utilized the Y’s “Here For Good” wall, a series of 5 screens in our lobby (pictured below for context), telling member impact stories throughout the winter. Each story ran for 2 to 3 weeks in November and December. I adapted the copy for all three stories from impact content written by a Marketing colleague, and supplemented with copy I wrote from scratch.
Story 1: Sarah’s Family
Story 2: The McClain Family
Story 3: Laura’s Family
The 12 Days of Giving and End-of-Year campaigns were tremendous fun to work on! I love weaving together the Y’s vibrant palette, clean brand, authentic photo and video assets, and powerful written content. Collaborating with colleagues across departments to tell stories that make audiences feel connected and inspired tops the list of my most satisfying work opportunities.
Bonus content
Check out the Spring Appeal campaign I designed!
Meghan Murphy 