The Women’s Foundation of Genesee Valley
Social Media Campaign | Freelance Art Director
The Challenge
The Women’s Foundation wanted to connect with their audience around women’s issues, both locally and nationally. They also needed a consistent, strategic voice across their platforms to drive stronger digital engagement during the pandemic.
The Solution
I wrote, created, illustrated, photographed, and animated social media and web assets. We started by identifying their audience and researching the issues that mattered most to them. That research shaped our language and helped us find where we could offer real value, not just covering women’s issues and foundation events, but tapping into the board’s experience to offer mentorship and advice that genuinely empowered their audience.
For their Annual Purse Auction, I worked with the Marketing Chair to build a strategic social media plan and design a new webpage that improved the entire auction experience, letting users sort and view larger photos, highlight favorites, read descriptions, and see higher-quality images of each purse ahead of the auction. On social, we shot photos with sponsors and their favorite purses, spotlighting both the purses and the companies behind them. Because the posts felt personal and visual, they were shared widely across both the Foundation’s channels and the sponsors’ own, extending our reach well beyond our usual audience.
The Results
In their second online auction, the improved purse experience and stronger social presence helped raise 30% more funds than the previous year, while also growing followers and engagement around the event.
