For our social media content, I oversaw the content creation of our Marketing Coordinator, helping set the strategic plan for when to schedule content, providing feedback on created content, and reported on analytics related to the campaign.

The overall strategy set by myself (with support of the marketing & development teams) included:

LinkedIn (NumFOCUS):
Weekly impact highlights, project stories, real-time updates, and user-generated content. Engaged followers with testimonials from sponsored projects and contributors.

• Impressions: 15,530

• Engagements: 381

• Clicks: 472

YouTube (NumFOCUS): Feature videos on project contributors, sponsors, and industry partners, as well as YouTube Shorts to drive engagement. The NumFOCUS YouTube account is not a primary tool used throughout the year for general NumFOCUS marketing. But, with a special focus on project leader testimonials, we revitalized it to serve as a central hub for video content during the month of December.

• Impressions: 6,554

• Views: 250

• Unique views: 237

• Watch Time: 2.2 hours

BlueSky (NumFOCUS): Weekly impact highlights, project stories, real-time updates, and user-generated content. Engaged followers with testimonials from sponsored projects and contributors. The NumFOCUS BlueSky account was created just days before the campaign began, as a potential alternative to X in the future (we’ve noticed several of our community members moving to BlueSky from X, and want to keep them engaged). This campaign was the first go at creating content for the platform.

• Impressions: 725

• Engagements: 28

X (NumFOCUS): Weekly impact highlights, project stories, real-time updates, and user-generated content. Engaged followers with testimonials from sponsored projects and contributors. We began phasing out X as a main platform for marketing needs, as it was determined that the platform’s new direction no longer aligns with the organization’s overall mission and vision. So, this is likely the last push of content on the account.

• Impressions: 15,059

• Engagements: 83

• Clicks: 23

Our email campaigns kicked off with a pre-launch teaser email to build anticipation, followed by weekly impact-focused updates that showcase how donations are fueling NumFOCUS projects and advancing scientific open-source initiatives. Mid-campaign emails provided progress updates and highlighted key milestones, while a final push near the campaign’s end created urgency and encouraged last-minute contributions. Segmented emails targeted past donors, PyData attendees, and potential new supporters, with personalized endorsements from influencers and corporate sponsors adding authenticity and driving engagement. This strategic email approach was designed to inspire donations, foster community involvement, and ensure the continued success of NumFOCUS’s mission.

I wrote 5 of the 8 emails sent. I also designed all 8 emails within HubSpot, and reported performance analytics throughout the campaign.

In total, 8 emails were sent during the month of December to various subscribers and community members. In total, our emails hit 227,575 inboxes, with an average open rate of 12.4%.

For the website landing page, I developed a dynamic donor wall to recognize contributions and encourage continued support throughout the campaign. The wall not only showcased the names of donors but also created a sense of community and momentum, inspiring others to contribute. I prioritized seamless integration of donation options, ensuring a smooth user experience from browsing to giving. Clear, compelling calls-to-action were strategically placed throughout the page, guiding visitors to make a donation with ease and reinforcing the campaign’s message of collective impact. This design aimed to maximize conversion rates while fostering a strong connection between donors and the campaign’s mission.

For the influencer engagement strategy, I developed a comprehensive outreach plan that included personalized pitches to NumFOCUS board members and advisory council members, leveraging their networks to amplify the campaign’s reach. To ensure consistent and impactful messaging, I designed and implemented a media kit that included pre-written copy and platform-specific designs, optimized for social media channels like LinkedIn, Twitter, and Instagram. This kit empowered influencers to easily share campaign content, including testimonials, campaign hashtags, and domain-specific posts, all tailored to resonate with their audiences. By coordinating this content and providing clear guidelines, I ensured influencers could effectively drive engagement and donations while maintaining a cohesive campaign narrative.