SUMMARY

This was a volunteer project through DesignxHumanity, an instructional design nonprofit that pairs experienced creatives with new instructional designers to collaborate on real-world projects advocating for equity, diversity, inclusion, and anti-racism. This micro-course was created by a remote team of ID volunteers for the Queer Detainee Empowerment Project (QDEP), an organization that assists people coming out of immigration detention in securing structural, health/wellness, educational, legal, and emotional support and services. 

CHALLENGES

The biggest challenge was helping the organization arrive at its most pressing goal and determining how a learning solution could advance that goal. QDEP's immediate aim was to increase yearly fundraising by 20%. They determined that one of the ways they wanted to achieve this goal was through internal workers and volunteers implementing new fundraising content strategies on Instagram to increase social media visibility and engagement. Our team, with QDEP's approval, designed a course to help staff and volunteers at QDEP create content with clear messaging and effective call to actions (CTAs) in social media posts for QDEP and to establish a social media strategy using engagement practices to grow their audience and build their online community.

ACTIONS

Distilled the immediate "need to know" content to two main areas of focus: Messaging and Marketing. Based on this focus, we broke the content down into three course modules:

•  Module 1: Key elements of good messaging 

• Module 2: Call to Action, a fundamental element in increasing engagement

• Module 3: Marketing, with a specific focus on branding 

We also made sure that our knowledge checks reflected real-world contexts.  

RESULTS

The intended outcome was for QDEP staff and volunteers to use social media marketing best practices to grow their Instagram following and increase their social media engagement. Success would be determined by the extent to which they are able to increase social media engagement and meet their fundraising goals.  

Click here to see the completed course.