Running a social media campaign


The brief: I was brought in to advise The Black Heart Foundation on developing a social media marketing strategy and running its channels more proactively.  The charity was set up by the businessman and philanthropist Ric Lewis to improve educational access and quality outcomes for children from under-privileged backgrounds.

How I helped: I researched and delivered a social media audit, then developed and put in place a social media strategy that increased engagement and reach across the charity’s channels, focusing particularly on Instagram.

In July 2020, following the first wave of the Covid-19 pandemic and in response to the Black Lives Matter movement, the charity launched its Each Day, Every Day fundraising campaign.  I worked alongside The Black Heart Foundation’s Executive Manager and Tristan Capital Partners’ Director of Marketing and Communications plus their PR consultant and philanthropy consultant to develop and deliver a successful, integrated fundraising and communications campaign. The campaign raised £1.5M during the Summer of 2020, including £500K raised by a public fundraising campaign and a £500K donation from the musician Stormzy’s Merky Foundation. This meant that the charity could double the number of educational scholarships it funded, from 100 to 200.

Rhondi Brown, Black Heart Foundation Manager, said: “Ali worked on our social media strategy and content creation and was superb. She has a wealth of charity sector knowledge, experience and was an instrumental part of our very successful Each Day, Every Day campaign. Ali did a fantastic job, I would highly recommend her!”