Overview

Emma’s Torch is a non-profit social enterprise that trains refugees in the culinary arts. As part of the training, the students work at the organization’s two New York restaurants.

For Emma’s Torch, November and December are crucial months. Like all non-profits, the end of the calendar year is the most important time for fundraising. Similarly, the restaurant business is very active during that time, with a steep drop-off in January. 

Objectives

Emma’s Torch wanted to make the most of its Facebook and Instagram presence during November and December 2021. The organization had multiple competing priorities: fundraising, selling gift boxes, capitalizing on major press coverage, and drawing in diners to its restaurants.

Implementation

I created an overarching calendar to keep track of the messaging priorities and manage their cadence. This gave messaging themes consistency and the right amount of exposure.

I implemented changes to the posting strategy. One particularly effective change was to share every Instagram post into Instagram stories, thereby increasing views on the content.

I created engaging content that wove the organization’s story together with calls to action. 

Results

The organization raised 3x its fundraising goal.

Does your business need social media management?

I’d love to use my learnings from this social media strategy project to add value to your organization.