YWCA Clark County: Elevating Volunteerism, Empowering Community

Facing urgent volunteer shortages, we designed a campaign to inspire action, connect with diverse audiences, and reflect the strength and compassion of the organization’s mission. My goal? Build a bold, values-driven campaign that motivated real people to raise their hands and help make change happen.

Role
Creative Director &
Project Lead, PointNorth

Client
YWCA Clark County

Contributions & Strategy

As Creative Director and Project Lead, I guided the vision, strategy, and execution of a full-scale volunteer recruitment campaign—from branding through rollout. The result was a bold, purpose-driven effort that celebrated community, belonging, and empowerment. I did this by ⬇️

  • Establishing a campaign brand and voice – Developed a distinct and empowering identity for YWCA volunteerism, with inclusive messaging rooted in social justice, service, and community connection

  • Designing audience-specific strategies – Tailored creative and outreach across four key audiences (students, parents, retirees, and professionals) with messaging that reflected each group’s values, motivations, and lifestyles

  • Creating platform-driven content – Produced a suite of print and digital materials—including brochures, banners, ads, and promotional items—for in-person tabling, social ads, and community partnerships

  • Elevating real volunteer stories – Led creative direction for short-form videos and social content spotlighting current volunteers across platforms

  • Directing UX and content for recruitment page – Designed the volunteer landing page experience to drive clarity, action, and engagement

  • Targeting digital outreach effectively – Oversaw paid and organic social media strategy to maximize impressions, link clicks, and persona-specific engagement across key platforms

  • Amplifying impact through storytelling – Directed and placed editorial features, and community stories to extend the reach of the campaign and deepen public connection

The Impact

This campaign equipped YWCA Clark County with fresh creative tools, a clear recruitment strategy, and engaging assets to support both immediate outreach and ongoing volunteer efforts. It strengthened their identity as a mission-driven organization and met recruitment goals across key roles. Highlights include ⚡️

  • High engagement – Generated nearly 234,00 total link clicks and over 1 million ad impressions through digital media

  • Clear conversion paths – Delivered nearly 8,400 webpage views with an average time on page of 1:54—demonstrating strong visitor interest and clarity of message

  • Diverse video storytelling – Created a variety of short videos to meet people where they are—spanning community stories, impact narratives, and direct calls to action

  • Platform-specific campaigns – Launched digital banner ads, print ads, and video ads, each tailored to their unique audiences

  • Custom engagement collateral – Designed branded brochures, stickers, banners, table displays, and giveaways to increase presence at in-person outreach events which lead to an increase of volunteer participation