Urban Hope: A Marketing Plan Case Study
At the end of 2025, The Spark Mill partnered with Urban Hope, a 25-year-old affordable housing nonprofit serving its East End community through three core pillars: safe, affordable housing, financial health, and connected community. As the organization approached a significant growth trajectory, increasing its fundraising goals and expanding staff, they recognized the need for a strategic, intentional approach to marketing and communications. The Spark Mill worked closely with Urban Hope's Director of Fund Development, Aria Kirkland-Harris to develop a comprehensive marketing plan that would not only support their immediate expansion but also help them build the infrastructure needed to welcome new supporters into their mission. Last month, we reconnected with Aria to reflect on her experience and what this plan means for Urban Hope’s future.
Through an initial collaborative conversation with Urban Hope, The Spark Mill mapped out a marketing framework that transformed a collection of ideas into concrete action. For an organization that has relied on a core, faithful group of supporters since its inception, the plan offered a roadmap for expanding reach while maintaining the authenticity and care that defined their work. In an effort to create the plan in tandem with Urban Hope’s own capacity and space to implement, TSM aimed to build on the storytelling and campaigning groundwork the organization had already established. By examining existing content, highlighting what was already working, and providing new, clear examples that excited the team and helped them see themselves in a refreshed marketing and communications strategy, a forward-thinking plan came to fruition.
The marketing plan became more than a communications tool; in particular, it served as the foundation for Urban Hope's third pillar of connected community. With intentional strategies for both digital engagement and in-person events, the organization now had a framework to deepen relationships with supporters and learn more about how their community wanted to engage. By cultivating connectivity through shared stories, the plan outlined recurring interview series, capturing everyday moments, and consistent spotlights on community milestones. Each objective came with specific tactics, content calendars, and template recommendations, making the path from strategy to execution clear and manageable. The plan ultimately provided critical justification for hiring a dedicated marketing professional, making the case that the scope and strategic nature of the work warranted a full-time role focused on both marketing and development.
Perhaps most significantly, the plan has reframed Urban Hope's approach toward forward-looking preparation. Email campaigns now have structure and rhythm, and the team can move from working in the moment to scheduled planning that allows everyone to see what's coming and how to prepare accordingly. With clear content themes, posting schedules, and analytics frameworks in place, Urban Hope is positioned to learn from their community's engagement patterns and continuously refine their approach.
This work has created a foundation for sustainable growth at Urban Hope. As they prepare to onboard their new marketing hire and implement the plan in the next year, the organization has gained not just tactical tools but a deeper understanding of how intentional storytelling can honor the vulnerability of the community they serve while inviting new supporters to join their mission. The plan has given Urban Hope the confidence to expand their reach, the structure to execute effectively, and the clarity to move forward with both purpose and care.
