Work / YMCA of Metropolitan Dallas
Keeping 52 social channels in one voice
Running campaign calendars, email, and reporting across a network of branches, and turning the numbers into next month's plan.
- Role
- Digital Media Specialist
- When
- Jan 2024 – Present
- Where
- YMCA of Metropolitan Dallas
The situation
The YMCA of Metropolitan Dallas is not one account. It is an association of branches, camps, and programs, each with its own community and its own social presence: 52 channels in all. A swim-lesson post, a volunteer story, and a hiring campaign can all be going out in the same week.
What I do
- Plan and manage campaign calendars so association-wide pushes and branch-level stories don’t collide.
- Write and build email campaigns and social content: program promotions, volunteer and member stories, awareness-month series, hiring campaigns.
- Pull campaign and CRM data into Excel reports and dashboards, then bring recommendations to the marketing team and leadership.
- Shoot photography and plan shot lists for campaigns when a story needs original visuals.
What came of it
- 59% email open rate on campaigns I managed.
- 20% growth in engagement across social channels.
- A reporting rhythm the team uses to decide what to repeat and what to retire.
What I took from it
A nonprofit doesn’t have enterprise tracking, so you learn to make sound decisions with the data you can actually verify. That habit, deciding carefully with imperfect numbers, has been useful everywhere since.