UGA Miracle

Overview

UGA Miracle is the University of Georgia’s largest student-run philanthropy, raising over $1M annually for Children’s Healthcare of Atlanta. Across two years of leadership—first as Marketing Co-Chair and then as Campus Recruitment Chair—I led initiatives that combined strategic outreach, digital storytelling, and creative design to drive record-breaking engagement, committee involvement, and cause connection.

As Marketing Co-Chair, I worked alongside a 34-person Executive Board to lead the strategy, creative direction, and execution of digital campaigns across Instagram and Facebook. I supervised a team of six Marketing Assistant Chairs, collaborated on content calendars, and produced branded graphics and print collateral that supported key events like Dance Marathon, Beyond Limits, and Ring The Bell. We prioritized storytelling and consistency while mimicking Children's Healthcare of Atlanta's branding, and our efforts paid off: we increased Instagram and Facebook reach by 38.9%, content interactions by 43.3%, and profile visits by 67.6%.

That year, one of my favorite campaigns was under the theme "Beyond Limits," a concept designed to highlight the strength and courage of Miracle families while inspiring students to push their own limits in fundraising and service. Visually, we built the campaign around a journey “from dusk to dawn,” using on-brand sunrise and sunset color palettes to represent hope, perseverance, and the emotional arc of our cause, in addition to simply showcasing that the campaign was surrounding a 24-hour fundraising push. We used an airplane logo to symbolize forward motion and unity in movement toward something greater and really show the "beyond limits" aspect. Every asset reflected that motif.

Leading up to our capstone event, Dance Marathon, we also executed a long-term engagement series including Tradition Tuesdays (celebrating past milestones), Family Fridays (highlighting patient stories), and more, keeping momentum strong throughout the second semester. My co-chairs and I created a logo specific to the event and utilized custom sketches. We also worked to complete all content we would use in-event ahead of time, making templates for theme hours, sponsor recognition, fundraising pushes, award winners, and event programming. When the week of Dance Marathon finally arrived, our team faced the unexpected challenge of pivoting all messaging and tone less than 24 hours before the event due to a tragic accident on campus. During an already difficult time, we quickly reworked graphics, captions, and stage visuals to be more sensitive and community-focused, honoring the loss and inviting others in need of support to join us while still standing by our mission. That moment really showcased the importance of empathy in digital communication and taught me how to lead a creative response with both agility and care.

The following year, as Campus Recruitment Chair, I shifted my focus to peer-to-peer outreach and in-person marketing, leading our efforts to grow committee involvement and general body membership. I directed the strategy behind our summer and back-to-school tabling activations across campus, designed branded giveaways and signage, and crafted messaging that spoke to students from a range of backgrounds. With this, I led a group of ambassadors, and our team's recruitment efforts broke an organization record and generated over 1,000 committee applications, helping UGA Miracle retain its title as the largest student organization on campus. I also trained fellow leaders on how to engage prospective members and created systems for follow-up communications and retention tracking.

In both roles, I led with strategy and empathy, balancing visual identity, digital trends, and Miracle’s heartfelt mission to create campaigns that were both engaging but impactful. Key tasks included:

• Supervising and mentoring a team of Assistant Chairs while serving on the Executive Board
• Boosting social performance metrics significantly through strategic content planning
• Designing digital graphics and print materials for recruitment, campaigns, and events