Each year, the University Laboratory School Foundation undertakes the noble mission of enhancing annual giving and reinforcing academic, athletic, and student accomplishments at the Laboratory School. For the 2022 Annual Appeal, we launched the "Why I Give" campaign, which spotlighted a diverse array of family narratives. This remarkable campaign resulted in a standout video that took center stage in our efforts. It wasn't merely about metrics but forging emotional connections and nurturing philanthropic spirit. Our message reached over 5,600 individuals, eliciting 322 engagements. In a world characterized by fleeting attention spans, we managed to seize and sustain their focus. But the true triumph of this campaign was its ability to translate that engagement into tangible support. Ultimately, the "Why I Give" campaign surpassed all expectations, with more than $230,000 in donations—a testament to the power of storytelling and community unity.

Personally, this project became a journey of rapid learning and personal growth. Over a week, I immersed myself in the intricacies of Premiere Pro, scouring YouTube for tutorials, reading through dozens of instructional articles, and refining my skills while focusing on the overarching branding of our Annual Appeal. Countless hours were invested with various challenges met with determination. In these moments, I realized the profound impact of storytelling and its capacity to generate support for our cause. When you encounter those heartfelt family stories and captivating videos, remember that behind the scenes. My team and I pushed boundaries, acquired new skills, and invested our time in the Annual Appeal.