Send Relief serves people through five focus areas, but supporters don’t necessarily connect with all five in the same way. One person may be deeply moved by caring for refugees. Another may immediately respond to protecting children and families or strengthening communities.

I saw an opportunity to stop treating that information as something we had to guess.

Instead of only asking audiences to engage with what Send Relief wanted to tell them, what if we asked what they cared about first, and used the answer to serve them better?

I conceived Send Relief’s first audience-personalization program around a simple idea: ask people what they care about, then give them more of it.

I developed the Compassion Profile Quiz, creating five audience personas tied to Send Relief’s areas of ministry. But the quiz itself was only the front door.

I designed the strategy so each response became useful first-party audience data. Those preferences could then inform segmentation and trigger personalized journeys in HubSpot across email and SMS, giving Send Relief a way to continue the relationship based on what an individual had already told us mattered to them.

I also wrote 25 original devotional entries to support those journeys, turning a piece of audience intelligence into an actual experience for the person on the other side of the data.

The goal wasn’t personalization for personalization’s sake. It was to build a system where listening to the audience could change what we did next.

• Conceived and built Send Relief’s first audience-personalization program, connecting audience discovery to ongoing engagement.

• Developed five distinct Compassion Profiles based on the organization’s ministry focus areas.

• Created a new source of first-party preference data, allowing supporters to tell Send Relief directly which needs and causes resonated most with them.

• Designed personalized HubSpot email and SMS journeys around those expressed interests.

• Wrote 25 original devotional entries to provide meaningful, profile-specific content beyond the initial quiz interaction.

• Created a framework that connects audience insight, segmentation, content and lifecycle engagement, giving the organization information it can continue using beyond a single campaign.