Mission Driven Storytelling
Audience
Members of the AFSP community in the Southern California AreaResponsibilities
The Problem
American Foundation for Suicide Prevention (AFSP)'s Greater LA & Central Coast community receives a wide range of information from the national office, but much of it isn’t tailored to the lived experiences, cultural norms, or mental-health landscape of Southern California. At the same time, local programs, volunteer opportunities, Walk updates, and community partnerships were scattered across multiple platforms. Supporters often felt overwhelmed, disconnected, or unsure which updates applied to them. Without a clear, consistent, and localized communication channel, the chapter struggled to keep its diverse community informed, engaged, and aware of meaningful ways to participate.The Solution
To bridge the gap between national-level messaging and the needs of our local community, I developed a newsletter tailored specifically to the lived experiences and cultural landscape of Southern California. I consolidated updates into one clear, reliable communication hub. I crafted a warm, clear, and hopeful tone, intentionally avoiding clinical language and embracing inclusive, accessible storytelling that honors lived experience. Every issue is designed to reflect AFSP’s commitment to hope, connection, and reducing stigma, making the content feel personal, local, and emotionally resonant.Human-centered storytelling, community engagement, and donor/volunteer relationship buildingPast Issues
Tools Used
Canva, Google Docs, AFSP branded materials, published mental health research reports
Results and Impact
The newsletter quickly became a trusted touchpoint for our 17,000+ regional subscribers, strengthening chapter visibility and community connection. Engagement increased across key areas, including event registration, volunteer inquiries, and social media interaction. Local partners and board members also began using the newsletter as a reliable channel to amplify programs and share impact stories.
