Overview
In Q3 2024, we successfully boosted organic social media growth across all major platforms, despite it being an off-peak season for donor activity. As Director of Marketing and Communications, I led our team through a content-rich quarter by combining real-time responsiveness with emotionally intelligent storytelling. Through a dynamic mix of strategic scheduling, content repurposing, campaign integration, and platform-specific engagement tactics, we saw a significant increase in both engagement rates and new followers.
Objective
Strengthen audience engagement and expand our digital presence by leveraging platform-specific content strategies that align with ongoing campaigns, seasonal trends, and organizational mission.
My Role
As Director of Marketing and Communications, I led the social media strategy and content development, overseeing:
Brand consistency and storytelling cohesion across posts and campaigns
Creative direction and campaign integration
Daily platform management and community engagement
Analytics review and performance optimization
Team collaboration across content, media, and fundraising units
Key Social Media Growth Metrics (Q3 2024)
Facebook:
– Follower Growth: +2%
– Engagement Rate: +95%
Instagram:
– Follower Growth: +12%
– Engagement Rate: +78%
LinkedIn:
– Follower Growth: +24%
– Engagement Rate: +170%
TikTok:
– Organic Follower Growth: +7%
– Organic Engagement Rate: +445%
Twitter (X):
– Follower Growth: Stabilized
– Engagement Rate: +184%
Content Strategy & Execution
Creative Storytelling
We published 17 new blog posts, with 10 more in progress during the quarter. These covered timely humanitarian topics including flood relief, education access, food insecurity, and refugee resettlement—each paired with visually compelling social posts.
Campaign Highlights
- Emergency appeals for Gaza and Bangladesh were amplified across all platforms
- Campaigns were paired with relevant visuals, short videos, and emotional testimonials
- Each appeal was supported by integrated blog, email, and video content to reinforce calls to action
Real-Time Engagement
We capitalized on trending topics and cultural events to increase visibility. A standout moment was our coverage of the Global Islamic Finance Summit, which led to earned press mentions and over 24.2 million impressions across platforms.
What Worked Best
Visual-First Approach
Videos, reels, and branded static content consistently outperformed text-heavy posts. We prioritized:
- High-quality images with embedded captions
- Short-form videos optimized for vertical viewing
- Testimonial-based story clips on TikTok and Instagram
Event-Based Content
Live coverage of key events and community activities significantly boosted interaction. This included:
- On-the-ground updates during fundraising drives
- Real-time donor shoutouts and story shares
- Scheduled “impact week” campaigns around major initiatives
Professional Engagement on LinkedIn
We tailored LinkedIn posts to highlight thought leadership, team achievements, and campaign insights. This not only boosted engagement by 170%, but also grew our professional network by 24%, including new partnerships and media inquiries.
Tools & Platforms Used
- Buffer for post scheduling and analytics
- Canva + Adobe Suite for visual content
- Meta Business Suite for A/B testing and cross-platform coordination
- Sprout Social for deeper engagement metrics
- Google Trends + social listening tools to align content with current conversation
Key Takeaways
- Emotional storytelling fuels growth: Pairing stories with visuals increases shareability and resonance
- Real-time relevance matters: Engagement spikes when content aligns with external events or conversations
- Platform-native content wins: Success came from treating each platform as its own ecosystem—not copy-pasting content blindly
Final Results Snapshot
- Total Blog Views from Social: 19,800+
- TikTok Engagement: 445% increase
- LinkedIn Impressions: Up 212%
- Organic Reach Growth (Overall): +38%
- Average Engagement Rate Across All Platforms: 7.6%
Final Thoughts
This organic social media growth campaign shows what’s possible when creativity meets data. With thoughtful scheduling, on-brand visuals, and an agile team, even an off-season can become a powerful period for connection, retention, and reach.