Building the Marketing Infrastructure Behind a $500K-a-Year Mission

situation

North Shore Holiday House in Huntington, New York, a charitable organization that provides a tuition-free sleep-away summer camp experience for underserved girls ages 7 to 11, has enriched the lives of young girls by providing a safe, nurturing environment that fosters independence, confidence, and connection through arts, sports, and nature-based programs since 1914.

To provide summer camp for more than 200 girls each year and maintain its property and operations, the organization needed to raise over $500,000 annually.

challenge

The initial request was to curate the annual newsletter. However, this quickly revealed a broader issue. North Shore Holiday House’s visibility, communications, and outreach had not kept pace with its longstanding mission and impact. Nothing underneath supported ongoing marketing, outreach, or fundraising, prompting a need for stronger marketing infrastructure.

Approach

Strategic Marketing Infrastructure

• Developed a structured marketing and communications system to support ongoing outreach, campaign execution, and long-term growth.

• Established a clear, consistent framework to articulate the organization’s mission, impact, and value across every channel.

• Streamlined the visual identity and set brand standards across all marketing channels.

• Revamped collateral, including stationery, flyers, newsletters, and playbills.

• Created a centralized digital library of photos, campaign materials, and branded content.

• Extended the Wix website with improved structure and usability, adding Spanish translations of program pages and a bilingual application process.

Public Relations & Social Media

• Introduced public relations as a new visibility channel and built relationships with local publishers.

• Created a structured social media strategy across Instagram, Facebook, and LinkedIn.

• Established a content calendar and engagement approach to increase consistency and reach.

Fundraising Campaigns

• Developed and executed integrated campaigns supported by consistent messaging, strong visuals, and coordinated outreach.

• Set up multiple new online donation campaigns on Network4Good.

Results

Marketing Capability and Infrastructure for New Leadership

• A comprehensive marketing and communications plan, consistent messaging, and established social media and PR channels for the new Executive Director.

• An organized digital library of more than 3,000 files and a full suite of promotional materials, giving ready access to assets for continued fundraising and outreach.

• A consistent visual identity and cohesive public presence that made the organization more recognizable in the nonprofit landscape.

• Spanish-language program pages and a bilingual application process made the program more accessible to Spanish-speaking families.

Public Relations & Social Media

• Regular social content and active management supported audience growth and a 467% increase in Instagram engagement.

• A new LinkedIn presence and structured social media calendar expanded outreach beyond the local community to corporate audiences.

• Publisher relationships and targeted PR secured first-time media exposure, including multiple articles and full-page features in local and regional publications, increasing community visibility.

Fundraising Campaigns

• Aligned messaging and engagement strengthened community connections, strategic partnerships, and donor relationships.

• Diverse fundraising campaigns helped repeatedly exceed the annual fundraising goal of $500,000.