Non Profit.

New Life Stories is a local charity in Singapore that provides early education for underprivileged children, whose mothers are in prison, during their all-important formative years, so that they don’t fall behind when they start school.

Roles included:

  • Developed copy and visuals for Facebook and Instagram campaigns for fundraising and recruiting volunteers, using the Ad Manager Platform. Everything from single image ads, carousels, and video. 

  • Created content and managed various social media channels, using Hootsuite. 

  • Organized our Marketing Plan for the year with key events, a strategy for when our campaigns will run, updates on our marketing materials, all along with a budget. 

  • Responsible for content creation and regular updates to the website.

  • Instrumental in making Google a partner with the charity. 

Online Ad Campaigns.

FB and Instagram ADs

1 AD a week, from a single image to carousel and video.

Google AdWords

3 campaigns running all the time for ‘Small donations’, ‘No specific amount’ and ‘Direct to the donate page’. We then developed other campaigns when there’s an event happening eg. Chinese New Year. 

EDM 1 every quarter

Impact: Glencore, a natural resource commodities producer and trader, donated $37,000 after searching for ‘Children’s charity education’, and clicking on one of our Adwords ads.

Social Media Campaigns.

Setting up the content and branding of NLS’ social media. The content focused on the success stories of the kids on our programme, as well as sharing relevant posts on reading studies and articles. For branding, we had our signature yellow color for posts and all images had a black-and-white filter.

Website Development.

With using SquareSpace, I developed the following for the NLS site:

  • Mobile and desktop-friendly

  • Added a ‘In the News’ and ‘Success Stories’ section, along with its content

  • Landing pages for Christmas, Chinese New Year and separate volunteer sign-up pages. 

  • Set up a donation platform on the site using Stripe

Words Without Walls.

The book project with Tatler’s publisher Edipresse is a compilation of stories by the incarcerated mothers of the children we support. My main role was writing up their stories and making them suitable to be featured in the book. Click this link for the Press Release I wrote: Words Without Walls: Stories by incarcerated mothers for their children.

Profits from the book raised over $33,000 for New Life Stories.

Giving Week Campaign.

Giving.sg is a donation portal where New Life Stories has a profile to gather online funds. ‘Giving Week’ is a national movement that encourages everyone to give back. During this week, corporates, non-profits and individuals across Singapore come together to make a difference.

2016 + 2017 amount raised: S$7,935

Marketing and Social Media Strategy.

4 FB ADs, same as FB and Instagram Posts 

  1. Week before Giving Week

  2. Start of Giving Week

  3. The day before the end of Giving Week

  4. The day before the end of the campaign

EDM: Week before, the launch of the campaign, to previous donors.

Saleemah Ismail, Community Activist and Founder of New Life Stories

“Rosie is reliable and hard working with a strong focus on planning on short-term and long term goals. I have had the pleasure of seeing Rosie going the extra mile in project managing our marketing and communications campaigns to generate donations and volunteer recruitments for our non-profit organisation. Rosie created our corporate social media brand across all the social media platforms and was instrumental in generating much donations and volunteer sign-ups through our social media platforms. In areas where she was new, she put in the extra hours after work to study and learn from a few industry experts. Her willingness to learn is reflection of her curiosity – a virtue I consider important.”

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