Social Media Case Studies
Squaretree takes care of social media management, so you can take care of leading your organization. We research your organization and align with your strategy. Our focus is long-term, sustained relationships with audiences through the channels with which they would most prefer to engage with you. In the case studies below, you’ll see how Squaretree meets each client exactly where they are to match their capacity and goals.
Channels we manage include Facebook, Instagram, LinkedIn and TikTok.
Just want a lot of examples of our posts, graphics, videos and Stories? You may like our social media portfolio.
Learn more about Squaretree’s values, or learn about Squaretree’s history and who I am.
Al Maa’uun
Copywriting, engagement, content planning, Graphic Design, stock photo sourcing, PHotography, channel initiation, strategic integration
BACKGROUND
While Al Maa’uun had a strong reputation as a leader in its community—and a strong following for founder and Imam Makram El-Amin—its official social media accounts were not active. Their aim was to reach a broader audience of funders and partners.
The project began the year before the pandemic. In May 2020, the community was rocked by police murder, the community’s grief, and the uprising that followed. This came with a groundswell of awareness and support for Minneapolis’ Black residents and victims of human rights violations.
The events that followed were close to home: Mr Floyd had ties in North Minneapolis and it is likely he had engaged with Al Maa’uun at an earlier point.
Al Maa’uun had already pivoted to offer expanded services during the pandemic. Because of their leadership, years of impact and close community ties, awareness of Al Maa’uun increased dramatically after May 2020. They were highlighted by national voices as a place for people across the world to direct their donations.
Supporters launched a $400k LaunchGood fundraiser. It linked to the new Al Maa’uun website for background information. The website, in turn, was updated to send potential supporters to the fundraiser and Al Maa’uun’s social media.
SERVICES
Working with a local fund development consultancy, I created and ran the organization’s Instagram account along with contributing to other social media to provide consistent, platform-optimized messages and calls to action.
We created graphics to match the fundraiser and ensure visitors could verify the organization they were looking into, no matter which channel they engaged with first.
Channels & tools:
Instagram feed
Instagram Stories
Twitter
Sprout Social
Airtable
Research: I based the social media content stakeholder interviews and secondary research on Muslim philanthropy, faith-based nonprofits, community development organizations, the organization’s leadership and details of the organization’s services.
Audiences: service recipients, donors, collaborators, community partners, global supporters of Minneapolis in May-June 2020
Content: I sourced content from fundraising materials and copy on social media or Google Forms, incorporated content provided by the client, and created Instagram-ready graphics based on the client’s direction. I also drew on my knowledge of the local nonprofit and philanthropic sector to build credibility with external partners and donors while remaining true to the organization’s knowledge of itself. Content included:
Introduction to organization leadership
Fundraising calls to action
Fundraising wrap-up video
Outbound engagement with key stakeholders
Connections with the Imam’s social media accounts
Service areas
Current events
Volunteering
Organization story
RESULT
With an influx of new donors engaging exclusively through digital channels, social media was a vital part of Al Maa’uun's increased scope and impact in May/June 2020.
The organization’s new Instagram account facilitated new community connections, including tagging the accounts of community leaders who were directing potential donors toward credible organizations. Al Maa’uun was added to one of their lists of recommended organizations, which also went viral.
Boosted by the organization’s credible, consistent, multi-channel presence, the fundraising page raised more than $400,000. Al Maa’uun continues to manage its social media accounts, drawing on many of the brand elements and photos we generated in 2020.
Luz Cleaning Service
content planning, Graphic Design, template design, channel initiation, training
BACKGROUND
An entrepreneur in rural Minnesota required services to kickstart her marketing activities. The client ran a successful, early-stage business with satisfied customers. She had a clear vision for the company. However, she did not have marketing or digital experience. The company did not have web-ready photos, print materials or digital infrastructure.
Previous engagements had taken place purely in English, which presented a communication barrier.
SERVICES
I worked with the client and her family to launch her social media accounts as part of a larger marketing project. The results of the project were showcased in a video.
Audiences: homeowners and business owners requiring ecofriendly cleaning services in a specific region
Channels & tools:
Instagram
Facebook
Canva
Bilingual services: We carried out the work in Spanish. I also built out a project management portal in Spanish and created video screenshare tutorials in Spanish.
Graphic design: I sourced stock photography and edited the photos to fit the brand color palette. I also created a large repository of custom, branded social media templates in Canva. Templates covered a range of content types, seasonal content and expressions of the brand. I also sourced and edited vector illustrations to represent the founder and her family in brand imagery—an important part of the brand’s story as a family-owned business.
RESULT
The Luz Cleaning Service social media accounts kicked off with branded visuals and messages addressing the core audiences of businesses and homeowners. Potential clients reached out to inquire about services.
Our biggest challenge was getting our name known to other businesses. The Fairbault Diversity Coalition got us in touch with our coach, Ruth. She made us flyers, business cards, slogans, a Facebook page. I would recommend the [coaching] program to people who are just starting their businesses. Now that we've worked with the program, we see ourselves maybe in 20 years as a statewide cleaning service. - Daughter of Luz Cleaning Service CEO
Squaretree
graphic design, content planning, posting, engagement
The Squaretree Instagram account shares inspiring messages, community events, and information about the company. Graphics convey a free-flowing but confident aesthetic in line with our blended organic/strategic approach.
Young Nonprofit Professionals of the Twin Cities (WORKING BOARD MEMBER)
Copywriting, engagement, content planning, Graphic Design, stock photo sourcing, PHotography, strategic integration
BACKGROUND
Offering one of the only completely free professional development options for emerging leaders in the social sector, YNPN-TC offered fresh, industry-leading events; a widely-read blog; and an inclusive membership community. It had a strong following with high levels of engagement across social media platforms. We needed to continue to meet members’ expectations of fresh, fun, differentiated social media content. We also needed to align with a concurrent brand refresh, and prepare for new volunteers to take over the role.
SERVICES
Audiences: young professionals, nonprofit leaders, event speakers, recent graduates, partner organizations, funders, other organizations in our national network
Content:
See YNPN-TC’s Instagram, especially the Story highlights (the ones with all-caps titles). We have also linked each Story:
Channels & tools:
Instagram feed
Instagram Stories
Facebook
Twitter
Adobe Express
Graphics: I created brand-aligned graphics for social media channels (see Instagram grid). We added the main brand assets to the Adobe Express app to make it easy for volunteers to create new graphics.
Training and documentation: As the Communications Chair, I managed a volunteer team to create channel-specific social media guides. These incorporated the brand identity and research on best practices.
RESULT
YNPN-TC grew its social media following across channels. Network partners and regional collaborators engaged with the accounts. Consistent, efficient social media operations continued after handoff to the next team of volunteers. YNPN-TC continues to be an innovative, welcoming voice in the Twin Cities region and national YNPN network.