Helping a Growing Nonprofit Shift From Program-Focused to Organization-Focused Growth
In collaboration with Messaging Strategist Liz Talago, Designer Kelsey Christine, and Squarespace Developer Heather Allaman.
BeWell in School is a Nashville-based nonprofit teaching students to self-regulate through movement and breath. When they approached me, they were expanding quickly, navigating shifts in funding, and preparing for a digital program launch. They asked for a new website, but the deeper need was a unified strategy that aligned their story, clarified their impact, and helped them step into their identity as an organization, not just a program.
BeWell in School had a powerful mission but no shared language to explain it. Team members described the work differently. Their messaging focused on daily activities instead of the broader systems change they were supporting. Fundraising was reactive and visibility-driven, and they had never tapped into individual donors as a reliable base of support.
They didn't just need a new website. They needed a brand foundation that would guide every decision going forward.
I led the strategic direction for the brand strategy engagement, partnering closely with Messaging Strategist Liz Talago to build compelling messaging foundations and key communication points. Through a full brand insights workshop with the team, we surfaced misalignment and clarified the bigger story: BeWell doesn't just offering mindfulness activities. They are working to interrupt the school to prison pipeline by strengthening student and school-level wellbeing.
I developed the strategic brand foundation while Liz supported the refinement of messaging, voice, and communication structure.
Together, we created:
Based on the strategy, I outlined the website architecture and collaborated with Designer Kelsey Christine on visual direction and story flow. Liz Talago created website copy to tell the full BeWell in School story. Squarespace Developer Heather Allaman brought the entire website to life, implementing the build and technical structure.
The new site clearly separated the in-school program from the digital offering while tying everything back to the broader mission.
In January 2025, I became BeWell in School’s Brand Advisor. I now partner with the Executive Director and external collaborators to bring the strategy into daily operations.
I support:
The advisory role ensures the strategy continues to guide how BeWell in School communicates, fundraises, and grows.
While we continue to collect and refine donor and fundraising data, the impact is clear and meaningful:
These results reflect stronger clarity, structure, and messaging across the organization.
BeWell in School shifted from explaining activities to telling a compelling story about their impact. They now think at the organizational level rather than the program level. Their communications, campaigns, and internal processes align with a shared narrative. They plan ahead, make clearer decisions, and engage donors more intentionally.
The strategy provided clarity. The advisory work ensures it stays alive.
Jamie is the best to work with. She's always willing to get into the weeds with me to figure out how things work, brainstorm in early stages, map things out, and ask the important questions. Jamie has pushed my thinking and helped me get more organized with our messaging, branding, and communications. One of my favorite things about working with Jamie is that it's fun and personable, and I feel and know that she genuinely cares about me and the work we're doing together.
Helping a Growing Nonprofit Shift From Program-Focused to Organization-Focused Growth
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