Volunteer project – Social Media & Communications Manager

London Inner City Kitties (LICK) is a volunteer-run cat rescue charity supporting over 250 cats per year through adoption, foster and medical care. I joined as Social Media & Communications Manager to help the organisation increase donations, expand community engagement and professionalise their digital presence, all while preserving their authentic, grassroots voice.

🔍 The Challenge
As a small, all-volunteer non-profit, LICK operated with limited tools, no formal marketing strategy and a small but passionate follower base. The challenge was to elevate their online presence, increase fundraising impact, and build a consistent, engaging brand across platforms, without losing the genuine, heartfelt tone that defines their community.

🧠 My Approach
I focused on clarity, consistency and emotional storytelling. By understanding the audience (mostly local cat lovers, donors and volunteers), I redesigned their content structure, improved visual communication, and created a content calendar that aligned with their rescue work and adoption goals.

🛠️ What I Delivered
- Created and scheduled content across Facebook, Instagram and Twitter
- Developed a consistent narrative identity
- Managed and updated their Wix website, improving navigation and SEO
- Designed and maintained a content calendar with seasonal and thematic focus
- Drafted email responses for adoption and sponsorship inquiries
- Monitored and replied to social comments and DMs
- Advised on campaign tone and positioning (e.g. donation drives, cat stories)
- Supported fundraising campaigns through storytelling + visuals

📊 Results & Impact
£133,000 raised across multiple campaigns
250+ cats rehomed annually
Stronger engagement across social platforms
Improved consistency in messaging and visual identity
Enhanced website visibility through on-page SEO
Strengthened community trust through responsive communication

💬 Internal Feedback
“Your support has made such a difference , you’ve helped us reach more people, stay organised and tell our stories better. Thank you so much for all the heart you’ve put into this.”