charity: water EOYG Organic Campaign Social Strategy

As charity: water’s Social Media Manager, I led the organic social strategy for its 2023 and 2024 End-of-Year Giving campaigns. I translated each integrated campaign concept into a channel strategy, content ecosystem, editorial calendar, and set of production-ready briefs for teams across copy, design, and video.

Role Social Media Manager and organic social strategy lead

Scope Strategy, content ideation, channel planning, editorial calendar, creative briefs, and cross-functional coordination

Channels Instagram, Facebook, TikTok, LinkedIn, Pinterest, X/Twitter, Threads, and community groups

End-of-Year Giving is one of charity: water’s largest integrated fundraising moments, supported by email, paid media, out-of-home, organic social, and other teams.

The organic work needed to do more than repeat campaign messaging. It had to make the mission relevant to different audiences, create momentum throughout December, adapt stories to each platform, and connect attention to giving—all while remaining consistent with charity: water’s evergreen social presence.

The Creative Director established the overarching creative direction. I owned how each campaign came to life across organic social.

I was responsible for:

Developing the organic campaign strategy and content narratives (adapted to the overall creative direction for the campaign, given by the creative director & creative department)

Defining channel roles, formats, cadence, and platform adaptations

Building the complete editorial calendar

Ideating campaign posts, series, and recurring storytelling devices

Writing briefs for copy, design, and video partners to execute content ideas

Managing progress on cross-functional production and dependencies

Reviewing performance and applying lessons to future strategy

The 2023 campaign asked supporters to fund clean water for 200 communities. I built the organic strategy around a transformation-led idea: community grows where water flows.

Rather than relying only on donation asks, the content showed what becomes possible after a community gains access to clean water. Stories from Nepal connected water to health, education, time, opportunity, and the freedom to move forward. Campaign milestones and supporter stories added urgency and reinforced the power of collective action.

The content moved through a clear journey: establish context, launch the campaign, sustain momentum with impact stories and educational content, then close the loop through celebration and gratitude.

$2.5M raised against a $2M integrated-campaign goal

250 communities funded against a goal of 200

The campaign also generated an important strategic insight: field stories consistently outperformed designed supporter features. Midway through the campaign, we shifted toward more human, photo-led supporter content, which appeared to perform roughly 2× better than designed supporter highlights.

For 2024, I evolved the strategy using the previous year’s performance learnings. Strength in Numbers balanced two supporter motivations:

Proof: Data, transparency, measurable impact, and the 100% model

Connection: Human stories about communities, families, and donors

I established Instagram as the primary creative hub; Facebook, TikTok, Pinterest, and LinkedIn as strategic adaptation channels; and X/Twitter and Threads as additional reach and real-time conversation channels. Platform-specific UTM links connected social activity to traffic and conversion reporting.

Before launch, I completed the full organic strategy, editorial calendar, content concepts, and production briefs including the briefs required by graphic designers, video editors & cross-functional collaborators. Although my role ended shortly after launch, the team continued executing the strategy as planned, with only minor additions and tactical updates.

The final weekly report available before my departure showed:

Compared with the preceding week, launch week delivered 43% more reach, 122% more video views, and 491% more clicks. The integrated campaign ultimately raised $4.9M against a $2.5M goal.

2023 and 2024 Transformation-led storytelling Human stories balanced with proof and data Broad cross-platform distribution Defined primary, secondary, and tertiary channel roles Learned where design helped or hindered engagement Used design intentionally to clarify and visualize impact Identified the strength of field stories and video Built those insights into concepts and production briefs

My value was not simply publishing content. I turned integrated campaign ideas into social systems that teams could produce, audiences could engage with, and organizations could measure.

Across both campaigns, I connected big-picture fundraising objectives to the practical details of organic execution: the right story, in the right format, on the right channel, at the right moment.