Wonders & Worries
Overview
Wonders & Worries is a nonprofit providing free, professional support to children and teenagers navigating a parent's serious illness or injury.
When I joined as Marketing Coordinator in July 2025, my first role after graduating from UT Austin. I took full ownership of the organization's social media presence across Instagram, Facebook, LinkedIn, YouTube, and launched a TikTok channel. My goal was to build a consistent, engaging presence across all platforms that reflected the organization's mission and drove community action.
My Strategy
Built and maintained a monthly content calendar across 5 platforms
Developed content pillars to balance mission storytelling, event promotion, educational tips, and fundraising
Created graphics, captions, and reels in-house using Canva and CapCut
Executed social campaigns for major organizational events and Giving Days (Amplify Austin Day and Giving Tuesday)
Launched and began growing a TikTok presence as a new channel
Tracked monthly analytics across all platforms and reported performance insights to leadership to inform ongoing strategy
Results
Grew monthly Instagram views from 9.8K to a peak of 29.7K within the first 3 months of taking ownership
Achieved a LinkedIn engagement rate of 13–21%, up to 10x the industry average of 2%
Generated $1,500 in Giving Tuesday donations directly through social media, the first time the organization had ever received social-driven donations on Giving Tuesday
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