AAPI Women Lead
Overview
AAPI Women Lead is a nonprofit dedicated to advancing gender justice, leadership, and collective care within AAPI communities.
I supported a youth-led mutual aid fundraising campaign during the height of COVID-19, with the goal of rapidly raising funds using only organic social media channels. Without paid advertising, the campaign raised $10,000 entirely through social media engagement and community amplification.
Role: Organic social strategy, content planning, visual storytelling
Objective
Raise emergency mutual aid funds quickly and accessibly, without a paid budget, while centering youth voices and maintaining trust, transparency, and cultural sensitivity within the community.
Strategy
I developed a story-driven, community-first social media strategy that emphasized urgency, collective care, and direct impact. The campaign intentionally avoided over-polished marketing language in favor of authentic, grassroots storytelling, aligning with the organization’s values and audience expectations.
Key strategic elements included:
Centering youth organizers’ voices through quotes, short-form video, and story captions
Clear, repeated calls-to-action tied directly to mutual aid outcomes
Leveraging Instagram Stories for urgency and real-time updates
Encouraging resharing and peer-to-peer amplification rather than relying on institutional reach
Execution
Planned and scheduled organic content across Instagram feed and Stories
Created visual assets and short-form videos optimized for mobile resharing
Organized applications and collaborated with leadership on selecting projects
Wrote campaign messaging with clarity around where funds would go
Coordinated posting around peak engagement times
Actively monitored engagement and adjusted messaging based on audience response
Results
$10,000 raised entirely through organic social media, with no paid advertising
High levels of resharing and community amplification, expanding reach beyond existing followers
Demonstrated the power of youth-led storytelling and community trust in driving action
Strengthened AAPI Women Lead’s social media presence as a reliable channel for mobilization and fundraising
Key Takeaway
This campaign highlights my ability to translate value-driven storytelling into measurable fundraising outcomes, using social media not just for awareness, but for direct action and impact.