When I took over Withrow High School’s soccer program, it was clear that we were facing a unique set of challenges. Many of our players, refugees from diverse backgrounds, shared worn-out equipment, trading cleats and shin guards mid-game because new gear was simply out of reach. Knowing these students deserved a fair shot, I decided to launch a campaign that would level the playing field, restore pride, and build a lasting foundation for the program.
Through a multimedia social media and media relations campaign, we rallied community support and raised over $16,000, a milestone that transformed the program’s trajectory.
Walking onto the field for the first time, I found our players—mostly from low-income refugee families—scrambling to share basic gear like cleats and shin guards. It was a tough reality for a team with several of Ohio’s top high school programs on its schedule. Without adequate funding, we were falling behind, unable to afford the essentials needed to compete safely and confidently.
The stakes were high: for my refugee players, soccer was not just a sport but a pathway to community, achievement, and, ultimately, a brighter future. It was time for action.
Working closely with my players, I crafted a compelling video that shared their powerful personal stories and highlighted the critical need for equipment. This content captured both the challenges these young athletes faced and the deep-rooted passion Ohioans have for high school sports. Launched on social media, the video quickly gained momentum, drawing attention from local and regional media.
This opened new doors, transforming the campaign from a simple grassroots social media effort into a dynamic, hybrid media campaign. In just three months, we partnered with news outlets to amplify our story, connecting with donors across the Cincinnati area and beyond.
As media coverage grew, the campaign took off, with donations flowing in from across the United States. Social media engagement spiked as we connected Withrow soccer’s mission with a broader audience who felt inspired to help.
Over the course of a year, the campaign raised $16,000 in financial and equipment donations from a nationwide donor base. This enabled us to provide brand-new uniforms, cleats, shin guards, and training equipment, eliminating a significant barrier to participation.
The program grew from eight players to over 40, from one team to two. With the program’s visibility significantly increased, I brought on four assistant coaches and established valuable partnerships with other high school programs, equipment suppliers, and the media, securing the program’s long-term success.
Over time, this contributed to a clear improvement in on-field performance. Our goal differential improved significantly, from -28 in my first year to -5 in my last, and the team secured program first victories against several high-level programs. Our players earned recognition on all-city and all-conference teams—a testament to their talent and determination.
In a single year, the Withrow High School soccer program transformed into a unified, competitive force. The campaign didn’t just bring in donations—it empowered a team, built a community, and made a lasting difference in the lives of young refugee athletes.
