The Campaign That Started Everything

I spent days striking up conversations with strangers in parking lots, in front of buildings, and on street corners.

It might seem a bit unconventional, but it became one of the most defining experiences of my career. At the time, I was a Marketing Associate working on a $3 million campaign for the National Park Foundation, which deployed teams throughout New Jersey. Our goal was straightforward: set up tables featuring stunning images of places like Yellowstone and the Grand Canyon, and spark conversations. We aimed to educate people about the state of our national parks and, ultimately, inspire them to support the cause with a donation.

Honestly, it began as just another job to me. But somewhere along the way between all the travel and those seemingly endless planning meetings, it transformed into something far more meaningful.

The Folding Table University

Our station changed daily. We had targets and talking points, but the script would most times go out the window. I learned that data can tell you where to set up a table, but it can’t tell you how to connect with each individual the person standing in front of it.

The real work happened in the unscripted moments. It was in the way a man’s face would soften when he talked about teaching his daughter to fish in the Great Smoky Mountains. It was in the frustration of a retired couple worried their grandchildren wouldn’t see the same unspoiled wilderness.

I wasn't just "marketing." I was listening. I was facilitating a relationship between a person and a piece of land they loved. The donation was just the physical proof of that rekindled connection. I saw that when you lead with a mission people care about, and you treat them like a person and not a wallet, the support follows naturally.

The Case Study: By The Numbers

While the heart of the campaign was human connection, its success was measurable. This grassroots approach proved to be a highly effective strategy.

• Organization: National Park Foundation

• The Challenge: Combat declining engagement and secure vital donations in key New Jersey communities through direct public outreach.

• The Approach: A hyper-local, conversational model. We deployed to 15+ high-traffic locations, using empathetic, story-driven dialogue instead of a traditional scripted pitch.

• The Results:

  • Achieved an estimated 15-20% donation conversion rate from engaged individuals, significantly exceeding initial goals.

  • Directly educated and interacted with an estimated 5,000+ residents across the state.

  • Consistently received qualitative feedback praising the authentic, non-aggressive approach, highlighting a dramatic improvement in public perception and connection.

The lesson was clear: Human-first strategy delivers measurable impact.

The Bridge to Jewel Medium

That experience left a permanent mark on me. I was energized by the raw, human element of the work. I loved being a direct link between a powerful mission and the community that sustained it.

But I also saw its limits. What about the other incredible missions that couldn’t afford a massive, nationwide field campaign? How could I create that same sense of immediate, genuine connection for them, without a folding table?

The answer to that question didn't come quickly. It simmered. It involved a deep desire to build something that served my own values.

That "something" is my digital agency, JewelMedium.com.

Jewel Medium is, in many ways, that experience and more grown up. It’s my attempt to take the principles I learned on the ground—authentic conversation, experiences, community-building, and mission-first storytelling—and build a modern platform for them. We partner with organizations that are making a positive impact, and we help them build their digital "folding table": a website and strategy that doesn’t just shout into the void, but genuinely connects with the people who matter.

The Values That Built the Foundation

The work I do now is a direct reflection of what I value most, values that were crystallized during those days:

• Nature: It’s our greatest teacher and sanctuary. Protecting it isn’t an abstract idea; it's a necessity.

• Community: Nothing meaningful happens alone. It’s the group of people who show up, share a story, and support each other.

• Wellness: To do good work in the world, you have to be well yourself. Burnout serves no one. We build with sustainability in mind—for our clients and ourselves—at the core.

That role taught me that the most powerful marketing isn’t a campaign; it’s a conversation. And at Jewel Medium, that’s all we want to do: help good missions start conversations that matter.

Jewel is the founder of JewelMedium, a digital agency built to help values-driven businesses and non-profits build authentic community online. If you have a mission that matters, let's talk at www.jewelmedium.com.