Paid Media Strategy for Monthly Donor Acquisition

My goal for this Taproot Project is to create a comprehensive paid media strategy and campaign framework that will help us successfully launch and scale our new monthly giving program, We Got You Crew.

We are looking for a volunteer to help us:

- Develop a multi-platform advertising strategy across LinkedIn, YouTube, Meta, and Google
- Define our target donor audiences and how they differ by platform
- Build a full-funnel campaign structure (awareness → consideration → conversion)
- Recommend ad formats, messaging, and creative direction, including how video content should be used at each stage
- Provide guidance on budget allocation, targeting, and campaign setup
- Outline a measurement and optimization plan for the first 90 days

This project is focused on strategy and structure, not execution. By the end of the engagement, we are looking for a clear, actionable roadmap that our team can implement internally.

This project will directly support Play Like a Girl’s mission to empower girls through sport, STEM, and career exposure by helping us build a sustainable and scalable funding model.

Through We Got You Crew, we are working to grow a reliable base of monthly donors who make it possible for us to:

- Provide no-cost programming to girls in underserved communities
- Expand our reach into new schools and cities
- Maintain consistent, high-quality programming year-round

By developing a strong paid media strategy, this project will help us:

- Reach new audiences who are not yet connected to our mission
- Convert awareness into long-term donor relationships
- Reduce reliance on one-time fundraising and build predictable revenue streams

For a volunteer, this means your work will directly contribute to:

- More girls gaining access to mentorship, leadership development, and career pathways
- Stronger, more sustainable programming that can grow over time
- A nonprofit operating with the systems and strategy needed to scale its impact

Your expertise will help us move from manual, inconsistent donor acquisition to a structured and repeatable growth engine—ultimately increasing the number of girls we serve each year.

My team and I have prepared for this project by:

- Securing internal alignment and buy-in around launching the We Got You Crew monthly giving program
- Clearly defining our project scope, goals, and desired outcomes, including a structured deliverable framework
- Gathering existing materials and assets, including program information, messaging, audience insights, and sample content
- Identifying internal team members who will support implementation once the strategy is complete
- Establishing a clear timeline and communication cadence to ensure the volunteer’s time is used effectively

We are prepared to:

- Provide timely feedback and access to any materials needed
- Participate in regular check-ins (2–5 hours per week commitment)
- Implement the final strategy immediately following the project

Our goal is to ensure the volunteer’s work is not only completed successfully, but fully executed and sustained by our team.