Awareness alone does not fund a cause.
The campaign needed a low-friction path from public attention to registration, participation, and a measurable contribution.
McDonald’s · Digital Strategy & Social Impact
Participation Into Measurable Impact
A charitable campaign designed as a connected participation system across website, paid social, CRM, registration, and fundraising.
Connect the channel journey.
I led the digital strategy across landing experience, paid social, CRM, and registration so each touchpoint served the same participation objective.
A campaign with observable action.
The portfolio reports large-scale registrations, donations, and social-audience growth. These figures are attributed to the project record rather than presented as independently audited data.
200K
reported campaign registrations
$230K+
reported donations
+20%
reported YoY social audience
4 layers
website · paid · CRM · registration
Evidence
Campaign record and source image.
The visual is shown intact rather than cropped; the outcome figures are clearly attributed to the portfolio.