Expanded the Skoll Foundation’s storytelling excellence to social media

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Skoll Foundation - Prominent social impact foundation known for advancing the concept & practice of social entrepreneurship

Content strategy & production

role: Digital Platforms Manager

responsibilities:

Led content strategy and platform management to elevate Skoll’s digital presence as a force for social impact.

Managed channel operations and reporting to reach global leaders, major funders, and policy influencers shaping systems-level change.

Collaborated across teams and partners to amplify the voices of Awardees and Grantees advancing systemic change.

Grow engagement and reach on a legacy LinkedIn account whose metrics typically only surged during the annual Skoll World Forum — then went quiet.

The goal: build a year-round narrative engine instead of a single-event spike machine.

Challenge:

(And do it while the impact sector was under unprecedented attack — telling real, solutions-oriented stories when many were struggling.)

Outcomes:

LinkedIn year-over-year growth:

📈 Followers ⬆ 28 %
🫱 Engagement rate ⬆ 83%
🔗 Post clicks ⬆ 110 %
🗓 Sustained growth across the year ✔️

When legacy channels act like new startups.


A narrative-first content strategy, quality over volume, introduction of short-form video, and approachable storytelling delivered sustained growth on a channel long past its “early growth” phase.

Stanford Social Innovation Review Series

Skoll World Forum Pre-Event Promotion

See inside some of the campaigns that fueled this growth ⤵

Skoll Awardee Long Tail Campaigns

Inspired by the abundance of incredible footage gathered to produce the Awardee short films and the incredible impact of the Awardees, I recognized an opportunity to expand the scope of our storytelling on their behalf.

Apis & Heritage Capital Partners was the first Awardees featured.

Skoll Awardee Long Tail Campaigns

Take MBA-level finance speak and make it accessible to impact-curious investors.

Solutions:

Rich media web feature and engaging social media campaign

Media Rich Web Feature:

Challenges:

Social Campaign

  • Post 1 - Cover Image

    Apis & Heritage Campaign Cover

  • Post 1 - Image 2

    Apis & Heritage Campaign - Post 1

  • Post 1 - Prosperity for All

    Apis & Heritage Campaign - Post 1

  • Post 1 - Founding Partners

    Apis & Heritage Campaign - Post 1

  • Post 1 - investment Opportunity

    Apis & Heritage Campaign - Post 1

  • Post 6 - From Niche to Norm

    Apis & Heritage Campaign - Post 6

  • Post 6 - Capital

    Apis & Heritage Campaign - Post 6

  • Post 6 - Capacity

    Apis & Heritage Campaign - Post 6

  • Post 6 - Complexity

    Apis & Heritage Campaign - Post 6

  • Post 6 - Conclusion slide

    Apis & Heritage Campaign - Post 6

Outcomes:

  • Translated A&H’s model into clear, accessible graphics they can use to tell their story anywhere.

  • Equipped portfolio principals with a single, easy-to-share link to bring funders into the story.

  • Campaign met benchmarks, above industry average, with a lasting runway for continued reach.

The annual Skoll World Forum assembles social entrepreneurship leaders at Oxford University to discuss solutions to the world’s most pressing problems.

Skoll World Forum Promos

The Forum’s social campaigns historically had low visual variety, low depth, and exceptionally low engagement (except for VVIP promotions).

2024 Forum Speaker Promo

Challenges:

Developed archetypes of speakers as the ‘Heroes of Social Impact’. These epithets translated their complex, systemic work into clear and memorable identities that anchored them within a shared story of global change.

Solutions:

Heroes of Social Impact

  • Rachel Klienfeld

    The Scholar Strategist

  • Dr. Denis Mukwege

    The Humanitarian Healer

  • John Palfrey

    The Change Accelerator

  • Daniela Orofino

    The Strategist for the Forest

  • Mindy Lubber

    The Ethical Entrepreneur

  • Trevor Noah

    The Dream Catalyst

  • Edwin Macharia

    The Architect of Possibilities

  • Archana Soreng

    The Indigenous Innovator

Grouped speakers by issue area and published them in carousel posts, turning a lineup into a movement and driving more interaction.

Ditching identical templates turned passive scrollers into curious clickers — everyone wanted to see what came next.

Outcomes:

The year-over-year campaign engagement rate increased by 69% from 3.8% to 6.4%

Resulting in a 48% increase in total engagements (likes, comments, shares, and link clicks)

Bridge Builders Speaker Promo

Journey to Transformation

A flagship thought leadership campaign built around a two-part, nine-article series in Stanford Social Innovation Review. It outlined Skoll Foundation’s theory of change and featured bylines from 12+ Awardee and Grantee leaders.

Challenge:


Take an academic article series and translate it into an engaging social media campaign.

Solutions:

Build out a three-phase digital campaign:

  • Launch (November 2024): Introduce the series with individual posts for each article, featuring concise summaries and stylized graphic carousels using the article head, subhead, and author images.

  • Phase 2 (December 2024): Extend the narrative by creating cut-down videos from existing footage of the organizations featured in the articles.

  • Phase 3 (February 2025): Iterate on what performed well in the first phases to craft more nuanced posts that signaled to the algorithm this campaign should reach beyond our daily audience. These posts performed better over time — proving the campaign could grow stronger rather than fade.

Outcomes:

This three-phase campaign was designed to grow the overall prominence of our LinkedIn presence — so every post that followed could perform better.

It worked.

📈 Page reach ⬆ 27%

👀 Page impressions ⬆ 23%

🧭 Page views ⬆ 53%

🔗 Page clicks ⬆ 159%

The lift in performance was clearest toward the end of the campaign, when posts were consistently over-delivering on benchmarks, including this one:

Accelerants of Social Change Defined

  • SSIR Standford Social Innovation Review

    Cover Slide

  • SSIR Stanford Social Innovation Review

    Bridge Builders Definition

  • SSIR Stanford Social Innovation Review

    Collaborative Philanthropy Definition

  • SSIR Stanford Social Innovation Review

    Government Partnerships Definition

  • SSIR Stanford Social Innovation Review

    Mission-Aligned investing Definition

  • SSIR Stanford Social Innovation Review

    Monitoring, Evaluation, & Learning Definition

  • SSIR Stanford Social Innovation Review

    Narrative Change Definiton

Accelerants of Social Impact Defined Post Performance

👀 Impressions - 13.6K

🫱 Engagement rate - 21.5%

🔗 Link clicks - 2.6K

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