Social & Content Marketing Campaigns
Content Marketing Specialist
Cancer Council NSW
2021-2025
Goal & Audience
The goal of this ongoing work was to strengthen Cancer Council NSW’s connection with supporters through consistent, story-led content across social media and email newsletters. The audience included regular donors, volunteers, and participants in flagship fundraising campaigns such as Australia’s Biggest Morning Tea, 7 Bridges Walk, The March Charge and Daffodil Day. The key insight guiding this work was that audiences engage most with authentic, human stories that show the real-world impact of their support.
Approach.
I led the planning, creation, and optimisation of social content and newsletters designed to inspire, inform, and retain supporters. Each campaign combined emotional storytelling with clear calls to action, focusing on impact, community, and hope. I developed content calendars, briefed copy, and collaborated with designers, copywriters and agencies to ensure creative alignment across channels. Through ongoing testing and performance review, I refined tone, timing, and visuals to maximise engagement and deliver measurable outcomes.
Execution.
Social and email activity spanned Facebook, Instagram, LinkedIn, and Marketo newsletters. I managed copywriting, social scheduling, and content strategy, ensuring each piece reflected Cancer Council NSW’s brand voice and strategic priorities. Content included supporter stories, research articles, campaign features, event highlights, and awareness initiatives. I also implemented A/B testing on subject lines and CTAs, using performance insights to guide future content direction.
Impact
Through consistent, cohesive, and engaging content, Cancer Council NSW achieved a 36% uplift in spontaneous brand awareness and 60% growth in fundraising revenue over five years. A focused content strategy also delivered a 78% year-on-year increase in newsletter click-through rates, doubling total click volume. By grounding every story in audience insights and authenticity, these campaigns deepened supporter engagement, strengthened brand consistency, and proved that emotionally driven storytelling builds lasting loyalty.