Massachusetts Service Alliance

February 2023–Present

Overview

I currently manage day-to-day external communications and marketing efforts at MSA, a grantmaking nonprofit based in Boston's North End.

This includes projects like: overseeing branding strategy; writing and designing our newsletters and social media posts; designing presentations, outreach flyers, our annual report, and ads; strategizing around recruitment challenges; and handling cross-platform analytics to determine ROI and improve website UX.

Branding

Annual Report

Website

Social Media

Email Newsletters

Print Design

Branding

When I first came to MSA, I realized that we didn't have cohesive branding — both for ourselves and our subgrantees. I created a branding kit and branding guidelines PDF that has not only improved the cohesion of our overall image, but also increased the amount of co-branding seen in our subgrantees social media posts, newsletters, and merch.

Annual Report

I fully structured, interviewed for, wrote, and designed our entire 14-page 2022-2023 annual report, which you can read below.

Website

When I found out that MSA was unhappy with the website design company they had contracted, I asked to spearhead the project. I brushed up on website coding, design, and infrastructure to not only visually update our current content but also transform how we think about integrating accessibility from a visual, structural, technical, and content perspective. The resulting website saved MSA over $15,000 in contractor costs and was well-received by the field.

I also optimized the site for SEO and accessibility, resulting in a 75% increase in new users, a 129% increase in returning users, and a 37% increase in engagement over the first three months post-launch.

I presented to America's Service Commissions' Marketing and Communications workgroup on this process; you can watch that presentation below.

A screenshot of MSA's new website.

Social Media

I built a synced content calendar in Google Forms, Zapier, and Notion that any staff at MSA can submit items to; I also increased social engagement by 68.3% in my first 3 months. However, I think the most important thing I've done for our social media is make our brand more cohesive and beautiful.

A screenshot of MSA's LinkedIn feed.
A "Commonwealth Corps is Recruiting" Instagram post design.
A "Celebrate AAPI Heritage Month" Instagram post design.A "Welcome Luis!" Instagram post design.
A "#AmeriThanks" Twitter/LinkedIn post design.An Eventbrite invitation header design for Opening Day.MA Conference on Volunteerism

Email Newsletters

For context, when I first came to MSA, newsletters looked like this.

I've done significant work on the strategy side of our email newsletters, increasing CTR by 72% since joining MSA. In addition to segmenting our email contacts, tracking analytics, and initiating regular A/B testing, I started interviewing partner organizations, service members, and volunteers for several well-received newsletter series: 

  • Heritage Month Newsletters (AAPI month example here, and Pride Month example here
  • Jobs and Volunteering Blasts (example here)
  • Prior to moving to MailChimp, I also interviewed subgrantees and their volunteers for two well-received National Volunteer Week newsletters, which can be found here and here.
A GIF of an email.
A GIF of an email.
A folded pamphlet of AmeriCorps Opening Day ceremony events.
A speckled campfire mug from Opening Day with the AmeriCorps logo.
Page one of a flyer to promote a bill removing state taxation of the Segal Education Award.
Page two of a flyer to promote a bill removing state taxation of the Segal Education Award.