305 Pink Pack — Give Miami Day Campaign

305 Pink Pack — a Miami nonprofit providing logistical and emotional support to women undergoing cancer treatment — faced three core obstacles heading into Give Miami Day.

First, limited visibility as a young organization without broad name recognition in a crowded nonprofit landscape. Second, no marketing budget to afford professional photography or video production. Third, the emotional complexity of telling stories of women battling cancer with dignity and warmth — not pity.

Their goal: raise $10,000 on Give Miami Day 2023 to fund cancer support services.

Good Miami Project conducted intimate, dignified portrait sessions with Pink Pack members — women of varying ages and backgrounds battling cancer. The approach prioritized warmth and strength over clinical imagery.

The engagement included professional portrait sessions capturing each woman's personality and resilience, story integration pairing each portrait with personal quotes for social media, campaign asset creation for the Give Miami Day page and website, and a rolling social series introducing members like "Meet Mariangel, 38" and "Meet Patricie, 33" across Instagram and Facebook.

Rather than showing cancer treatment, GMP focused on showing the people — mothers, daughters, friends — and letting the portraits speak for themselves. This reframed the narrative from illness to community and resilience.

The campaign raised $16,765 from 67 donors — 167% of the $10,000 goal — compared to roughly $11,000 from 40 donors the prior year.

Instagram followers grew 40% during the portrait series. Program demand reached capacity 6 months early (by June 2024), funded for 150 women but demand exceeded supply.

305 Pink Pack also secured its first corporate grant ($5,000 from a local bank foundation), with the grant officer specifically citing the storytelling and imagery as factors.

This case study demonstrates the cleanest single-campaign ROI in the RiseWorks portfolio: one photography engagement helped drive a 167% fundraising achievement, secure a corporate grant, and accelerate program growth.