Today we’d like to introduce you to Krystal Cau.
Krystal, we appreciate you taking the time to share your story with us today. Where does your story begin?
My career in marketing and communications began in New York City working as a publicist in an extremely competitive market. and Guided by a strong passion for creative storytelling and strategic planning, which allowed me to collaborate with brands in local and global markets including Peloton, Belvedere and J. Crew. A highlight in my career was leading the Belvedere (RED) campaign with John Legend as the global ambassador —an initiative that received international recognition and contributed to the fight against AIDS.
Currently residing in South Carolina, I serve as the Director of Communications at We Are Sharing Hope SC (SHSC), South Carolina’s nonprofit organ, eye and tissue recovery organization facilitating the gift of life. In this capacity, I oversee all aspects of marketing, advertising, branding, event planning, content creation and media relations. My overall area of focus is to ultimately increase awareness of organ, eye and tissue donation—educating our community and bringing awareness to the importance and impact donation can have on so many lives. Three years ago I launched our first state-wide targeted digital campaign aimed at increasing donor registrations in South Carolina counties with the lowest registration rates. Last years campaign resulted in a 145% increase in website traffic and generated over one billion media impressions nationwide. March of 2024, our team executed our 20th Annual Race for Life, a pivotal annual event that brings together our donor families, recipients and passionate advocates for our donation mission.
Beyond my marketing responsibilities, I am deeply committed to mentorship and leadership development. I have the privilege of leading a team of five talented women, and I actively foster their professional growth by providing mentorship, career-building opportunities and creative autonomy. At my core, I am a dedicated nonprofit leader committed to dispelling misconceptions about organ donation through education and community engagement. Each year, my team and I also organize a community health fair during National Multicultural Donor Awareness Month in August to provide free healthcare services and promote preventive health education to the South Carolina community.
It is a privilege to contribute to this mission, and I am grateful for the lifesaving work I get to be apart of.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
After spending over a decade working in New York City, transitioning to the cultural landscape of South Carolina presented some initial challenges. In the field of public relations, success is heavily reliant on personal connections and established networks. Relocating meant starting from scratch—rebuilding those essential relationships took time and intention. Additionally, assembling the right team at We Are Sharing Hope SC required patience and careful selection to ensure alignment with our mission and values. As someone who is results driven with high expectations, I had to adjust to a new culture where forming professional and personal connections are just as important as the efforts we put towards our mission.
Thanks – so what else should our readers know about We Are Sharing Hope SC?
We Are Sharing Hope SC is the organ, eye and tissue donation program for the state of South Carolina. As the federally designated nonprofit organ procurement organization (OPO) for the state, SHSC is responsible for facilitating the gift of life. As an organization, we not only advocate for donation but our staff is invested in the community we serve and dedicated to honoring every legacy, every life, every time.
Our role and responsibility as an OPO is to facilitate and honor the gift, support donor families and raise awareness about donation through educational initiatives. In 2024, a remarkable number of South Carolinians said “yes” to giving the gift of life, leading to a significant increase in the ability to heal and save more lives. There is still a great need for more registered donors, and we hope through educational programs and further engaging our communities we can save more lives, together.
Regarding my Communications department, it took time, but I am proud of the team I cultivated. They are creative, collaborative, passionate and dedicated to our donation mission. team that supports and executes on strategic marketing initiatives to bring awareness to the importance of donation.
Through our efforts, we have garnered national and global media attention for SHSC, our donor families and transplant recipients – allowing them to share their story and personal connection to donation. In addition, our statewide digital campaign significantly increased visibility for donation. Launching our first digital campaign almost three years ago, airing commercials across the state was a big deal and it was scary. However, it was the best decision I have made. We have seen a measurable increase in donation awareness and it helped us strengthen connections and partnerships across the state. Seeing how these efforts have elevated the conversation around donation is incredibly rewarding.
What has been the most important lesson you’ve learned along your journey?
Recognizing and celebrating the achievements of those around me is of great importance. I have had the honor of nominating colleagues for esteemed recognitions such as the Charleston Regional Business Journal SC Women of Influence honor and Columbia SC’s Forty Under 40. Under my leadership, SHSC has received multiple accolades, including Top Workplaces 2024 and the Lowcountry Diversity Leadership Award. These distinctions have strengthened our organization’s reputation and played a pivotal role in attracting top-tier talent, with 50 new employees joining SHSC in 2024 alone.
Contact Info:
- Website: https://sharinghopesc.org/
- Instagram: @sharinghopesc, @krystalcau (personal)
- Facebook: https://www.facebook.com/SharingHopeSC
- LinkedIn: https://www.linkedin.com/company/we-are-sharing-hope-sc
- Youtube: @sharinghopesc
