Sunrise
Movement
Seeking to leverage my professional experience for positive change, I started volunteering my content creation skills with Sunrise Movement, a youth-lead, climate change advocacy organization. When the need arose for a new head of communications, I stepped up to the task and organized a team of volunteers to consistently send email blasts, rebuild our social media presence, establish press contacts, and develop seamless onboarding processes for new members. I’m pretty proud of what we’ve accomplished over the last year; imagine what I could do with full-time and a salary!
Social Media
Strategy
My involvement with Sunrise Movement started at a time when the organization was still picking up the pieces from COVID-19 disruptions. Although much great work had already been done to build a formidable online and offline presence, the organization needed help repairing algorithmic reach and revving up routine content production. Over the course of 2024, I worked diligently alongside other volunteers to develop and execute cross-platform campaigns that drastically boosted reach across metrics. This includes a CTR boost of over 30%, which directly impacted the growth of our membership and volunteer base.
Content Creation
Fundraiser executed in partnership with local running and environmental groups, resulting in nearly 6K raised in funds.
Introducing practical ways for social media users to participate in climate mitigation efforts and celebrate movement wins.
Leveraging recent social trends to create online buzz for an important membership party, driving the majority of RSVPs.
Press
Shaping the cultural narrative around climate change is crucial to successful advocacy. I’m comfortable developing and executing a campaign press strategy, including writing press releases, pitching op-eds, speaking to journalists, developing shotlists, and capturing high-impact images and videos. My team spent months fostering press relationships and developing training tools to upskill new members. This recently resulted in a skew of national media coverage for a hub action, including Common Dreams using my photo in a piece!
Recruitment
Movements are nothing without their people, and driving membership was a primary focus of our communications in 2024. From June through September 2024, we launched a multi-platform campaign to grow our volunteer base. Including social posts introducing followers to the culture of Sunrise Movement to texts and email newsletters designed to re-engage existing contacts, the campaign culminated in a party membership that vastly expanded our contacts and directly resulted in a 22% membership increase. It’s been incredibly rewarding to flex my leadership muscles in this context, guiding new volunteers toward people and projects that energize them.