Nonprofit Work
ANNUAL REPORT: Driving Engagement through Content Strategy
Turning a static report into a multi-channel engagement campaign.
Role: Senior Communications & Digital Marketing Manager
Tools: Google Analytics, Social platforms (Facebook, Instagram, LinkedIn)
Focus: Content Strategy, Analytics, Campaign Execution
Impact: 45s increase in average engagement time on webpage, 43% increase in active users, and 103% increase in webpage traffic.
Problem
Annual report was high-effort, low engagement. Pages were dense with information and often skimmed.
Transition from print to web led to information overload.
Limited visibility; organic social focused on data instead of people, and was underutilized as a traffic driver.
Old website layout had a large menu with many additional, full-length pages.
Within one section, there was a lot of information, which crowded the page, making it overwhelming to navigate.
2024 Social Campaign
Old social campaign relied heavily on the data summaries from the report, but was missing a human element.
Strategy
Built a measurement system (monthly social media reports and quarterly communications reports covering social media, email, and web traffic).
Shifted from static report to digestible content across social media.
Prioritized the people engaging in art in the storytelling.
Introduced short-form video to test a more engaging format.
Using the accordion feature throughout the page and highlighting the most important information in the report allowed us to reduce the amount of additional pages *see menu items.
Collapsed accordion features allowed us to condense the entire report to one page.
Expanded accordion features allowed the user to decide which content was the most important to them.
Execution
Led end-to-end campaign strategy and content direction.
Managed and mentored a Communications Coordinator.
Oversaw script writing, video production, and editing.
Served as on-camera talent to humanize the brand.
2025 Social Campaign
Social campaign leaned more into showcasing the people creating the work and the data was a secondary focus.
CULTURAL PARTNERS: Reframing Content to Increase Engagement
Aligning content with audience metrics and shifting to impact-driven storytelling significantly improved engagement and brand resonance.
Role: Senior Communications & Digital Marketing Manager
Tools: Social platforms (Facebook, Instagram, LinkedIn)
Focus: Content Strategy, Analytics
Impact: Increased engagement on Cultural Partner-related content by 46%
Problem
Cultural partner event posts had consistently low engagement.
Content primarily promoted individual events with little context.
Audience mismatch: posts were often reaching the same organizations who were promoting the events instead of new audiences.
Older event post focusing on event content that is better suited for arts patrons. The primary audience on this platform tends to be other arts organizations looking to connect with one another.
Strategy
Conducted audience analysis across platforms to understand who they were actually reaching.
Identified core segments: artists, donors, corporate leaders, and partner organizations.
Shifted from event promotion to organization storytelling to provide more context and relevance.
Tailored content by platform, leaning into audience-specific messaging.
Prioritized people-centered visuals instead of graphics to increase engagement.
Repositioned content to focus who is served instead of events happening.
Execution
Replaced one-off event posts with spotlights on Cultural Partner organizations.
Highlighted mission, impact, and community served through storytelling.
Used photos of real people engaging int he arts to create emotional connection.
Developed platform-specific content approaches based on audience behavior.