Work

The Gates Foundation

I’ve worked with various public figures, non-profits, and political campaigns on social media programs that establish voices people want to follow and engage with.

The Gates Foundation had an enviable challenge: How do they talk about all the great work they’re doing across their service areas when it has the potential to feel wonky or overwhelming?

Over several months, we worked on different formats for inspiring and educational content for their channels with regular report-backs on what types of content were working for audiences on different platforms. They’ve experimented with visuals, video, and caption types to beautifully capture the scope of their work in a way that’s consistently engaging for their fans.

tldr
  • Try a bunch of things and report back on what works.

DSCC & DLCC

I’ve helped clients of all sizes and missions plan and run engaging, effective fundraising programs to raise millions of dollars from thousands of donors.

Some recent highlights: Performing an assessment of the Democratic Senate Campaign Committee’s fundraising program in 2015 and helping them re-tool to break their previous records and helping the Democratic Legislative Campaign Committee rethink its tone and messaging to break out of a burn-it-down fundraising trap.

tldr
  • Treat donors (and potential donors) like valued members of your organization, not ATMs.

Obama 2012

As one of the re-election campaign’s first digital staffers, I helped set our digital strategy and establish the campaign’s voice online, from email to the website and social media. The program I helped shape went on to raise $690 million for the President’s re-election and recruit millions of volunteers.

I also ran the campaign’s social media strategy—everything from the @BarackObama Twitter handle to the campaign’s Facebook pages and the campaign’s Tumblr. My team helped shape what campaigns look like on social, grew our followings by 40 million, and created the most-shared Twitter and Facebook posts in history on election night.

tldr
  • A lot has changed since 2012, but great images still matter.

Launching Hope

Meet Hope: An SMS-based political advisor to help you turn your anxiety over the news into advocacy. I joined the team at Purpose, a tech agency and incubator, to take an innovative idea and make it come to life with a unique editorial voice and compelling user experiences ahead of the service’s launch in the fall of 2017.

Hope launched with positive reviews from outlets ranging from CNN to PopSugar, won a 2018 Webby, and continues to drive hundreds of actions every week.

tldr
  • Voices with personality help drive growth.

Introducing JFK

The JFK Library has a challenge all presidential institutions will eventually face: How to engage a generation of young people with the values of a president they have no living memory of.

First up, we assessed and refreshed the Foundation’s social media presences to help reach target audiences with optimized formats and a more natural voice. Then we set up a focused social and email program around one specific Foundation initiative: getting more supporter nominations for the Library’s Profile in Courage Award. In our first year of working together, we increased nominations to 900; in our second, over 4,000.

tldr
  • A simple way to engage users is to ask for their opinion!