Social Media Management: PENCIL

My work with PENCIL allowed me to contribute to a nonprofit dedicated to bridging the gap between business and education in New York City. By spotlighting student success stories and building digital engagement strategies, I helped amplify PENCIL’s mission to connect students to the relationships, skills, and opportunities that fuel their futures.

Setup & context

I joined PENCIL as the Communications Assistant leading social media and digital communications. My work supported key fundraising campaigns, public programs like Principal for a Day, and broader brand-building efforts across channels.

The challenge & problem PROCESS

PENCIL needed to maintain a consistent and compelling online presence while balancing multiple audiences - from donors and educators to students and business leaders. I developed and managed a robust editorial calendar aligned with campaign timelines, coordinated closely with the Programs team to uncover storytelling opportunities, and created engaging content that honored the voices of the students and professionals we served.

impact & results

By designing and delivering content across social platforms, newsletters, blogs, and event materials, I helped sharpen PENCIL’s digital storytelling and donor communications. My yearlong strategy led to a 7.8% increase in Facebook followers and strengthened engagement during high-visibility events. I also supported email outreach via MailChimp, managed the website, and served as an in-house photographer and graphic designer to ensure all communications aligned visually and narratively with the organization’s goals.