Conservation Pathways

A social media campaign for Conservation Pathways, a Tallahassee-based nonprofit mentoring students in natural resource and environmental fields: a weekly intern showcase reels series connecting community donations to real student stories, built to grow visibility and fund student fieldwork.

Marketing & Design

Organization: Conservation Pathways
Year: 2025
Role: Social Media Strategist
Deliverables: Research
Strategy
Social Media Campaign

Conservation Pathways is a Tallahassee-based nonprofit that mentors students, offers field research, and provides career exploration opportunities in natural resource and environmental fields. But the community barely knew they existed: their Givebutter fundraising page, started in November 2024, had raised $610 by September 2025.

I helped build the social media campaign to close that gap. The plan centers on a weekly "Conservation Pathways Intern Showcase" reels series that ties every donation to real student stories, aiming for 20 individual community donations by the end of Q1 2026 and $1,000 raised between December 2025 and March 2026.

My Role

As Social Media Strategist, I helped develop the campaign from research through rollout plan: diagnosing the donation and awareness gap, shaping the messaging around real intern stories, and building the content and evaluation plan behind the weekly Intern Showcase reels series.

The Campaign

Conservation Pathways: Campaign title page

Conservation Pathways: Background Information & Research

Conservation Pathways: Current Client Issue

Conservation Pathways: Client Issue: Political & Social Perspectives

Conservation Pathways: Political & Social Perspectives: Takeaways

Conservation Pathways: Objectives & Goals

Conservation Pathways: Goal 1: Increase in Visibility

Conservation Pathways: Goal 2: Monetary Donation Increase

Conservation Pathways: Themes 1-3: Impact, Why Donate, What to Donate

Conservation Pathways: Themes 4-5: Community and Where to Donate

Conservation Pathways: Campaign Overview & Messages

Conservation Pathways: Key Message: The Next Generation of Environmental Leaders

Conservation Pathways: Key Message: Small Donations, Lasting Change

Conservation Pathways: Key Message: The Community Shaping Conservation's Future

Conservation Pathways: How the Messages Fit the Larger Conversation

Conservation Pathways: Summary of Campaign

Conservation Pathways: Tactics: Intern Showcase Reels and Donation CTAs

Conservation Pathways: Tactics: Community Efforts & Direct Outreach

Conservation Pathways: Timeline: New Year, New Series

Conservation Pathways: Measuring Effectiveness

Campaign title page

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