social media director | brand awareness for grassroots nonprofit

Maia Anderson

Completed work

Marketing Director

Social Media Manager

Social Media Strategist

ClickUp

Instagram

Notion

#Non Profit

Scaling Hope Booth’s Brand Awareness on Social Media Over Three Years

Building Hope Through Strategic Storytelling: Hope Booth's Digital Evolution

Social Media Director | February 2022 - January 2025

At a Glance

From 2022 to 2025, I led Hope Booth's transformation from a grassroots initiative into a recognized voice in mental health advocacy. Our mission: making hope and mental health care free and accessible through reimagined telephone booths. Here's what we achieved:

Organic Growth: 2,379 → 4,836 engaged followers

Peak Reach: 180K+ accounts (Q4 2024)

Major Campaign: $97K raised in 44 days

Video Success: 2,040 shares, 2,683 saves on single post

Team Leadership: Led evolving team from 2-5 members

The Challenge

When I joined Hope Booth in early 2022, we faced multiple foundational challenges:

1. Starting from Zero: No established social media operations, strategy, or team structure

2. Complex Storytelling: Needed to explain an entirely new concept without overwhelming audiences

3. Resource Constraints: All-volunteer team with varying availability

4. Brand Building: Had to embody hope itself, not just talk about it

View post on Instagram

Strategic Evolution

Phase 1: Foundation Building & First Win (2022)

Starting with just three volunteers, we needed to make every post count:

Hope A Thon Campaign (November-December 2022)

Led small team (myself handling strategy/community, plus copywriter and CEO)

Created educational content that sparked sharing

Results:

Raised $97,530 (target: $50,000)

79% organic reach increase

83% engagement growth

14% community growth

View post on Instagram

Building Core Operations

- Developed first-ever social media workflow

- Created standard operating procedures

- Established brand voice guidelines

- Built sustainable content calendar system

Phase 2: Deepening Engagement (2023)

A pivotal moment in Hope Booth's evolution came with our March 2023 filming weekend. This crucial operational milestone gave us our first real look at how people interacted with the booths, providing authentic content that would shape our storytelling for months to come.

Filming Weekend Impact

Created 19 final concept Hope Booth experiences for permanent installation

Brought together presenters from across the country

Evolved from prototype to final concept, ready for global impact

Set the foundation for future campaigns for the launch of permanent installations

Unified the community's vision of ensuring "no one goes unseen"

View post on Instagram

Your Story Matters Campaign Building on the momentum and content from filming weekend, we launched our most ambitious initiative yet:

Venice Beach installation debut

Art gallery campaign series showcasing real stories

Mental Health Awareness Month activations

Keith Powers Instagram Live (220+ shares)

New booth design unveiling

View post on Instagram

Team Evolution

Adapted to mid-year transitions (July/August)

Shifted from three-person to two-person team

Integrated founder's creative direction

Later expanded with dedicated social media manager

View post on Instagram

Phase 3: Scaling Impact (2024-2025)

Focused on high-impact video content and strategic storytelling:

Content Innovation

Developed hope-centered celebrity series

Sourced and edited inspiring moments from:

Jay Shetty podcast

Award shows

The Diary of a CEO

Created efficient video production workflow

Peak Performance

December 2024 Highlights:

180K+ organic reach

Viral Cynthia Erivo video:

2,040 shares

2,683 saves

410 new followers

Significant brand awareness boost

January 2025 Final Impact:

Total reach: 18,773

Posts: 12,672

Reels: 6,101

Standout content:

MLK tribute (17 shares)

Tom Holland feature (13 saves)

Final community: 4,836 engaged followers

Strategic Pillars

1. Evergreen + Cultural Relevance

Balanced timeless hope messaging with trending topics

Created shareable, original mission-aligned content

Leveraged public figure stories strategically

2. Video-First Storytelling

Developed low-lift, high-impact video formats

Built systematic approach to content curation

Established clear video optimization guidelines

3. Community-Driven Growth

Focused on organic engagement

Prioritized shares and saves over vanity metrics

Built sustainable relationship with audience

the content calendar i primarily ideated the content ideas for on a monthly bases then our team would project manage from there.

Looking Back, Looking Forward

What Worked

Adaptive Leadership: Turning team transitions into opportunities for innovation

Strategic Focus: Maintaining mission alignment while exploring new formats

Resource Optimization: Creating high-impact content with limited resources

Clear Vision: Keeping hope at the center of every decision

Key Learnings

Building Hope Booth's social presence taught me that impactful social media leadership isn't about having the largest team or budget - it's about clarity of vision and strategic execution. When you combine strong processes with authentic storytelling, you create something bigger than yourself.

In three years, we didn't just build a social media presence - we created a digital space where hope lives and grows. Every share, save, and new follower represented someone finding hope when they needed it most. That's the true measure of social media impact.

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Completed work

Led social strategy for mental health nonprofit from concept to movement: 180K+ reach, $97K raised in 44 days, and a community of 4.8K+ advocates for hope.

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Timeline

Feb 1, 2022 - Jan 15, 2025

Clients

Hope Booth