Build a social media and marketing plan for Mountaintop International

Mountaintop International runs programs that change lives, but our online presence isn't pulling its weight. Awareness is soft, engagement is inconsistent, and donor conversion leaks at every step. We need a marketing plan that a two-person team can actually execute — not a 60-slide strategy deck that dies in a folder. Deliverable: a social media and marketing plan built in four parts. 1) Audit. Review our website, email, and social channels. Look at three or four comparable non-profits. Tell us what's working, what's broken, and where we're leaving donors and supporters on the table. 2) Audience and message. Define two or three target personas (donors, program partners, volunteers — you decide the cut). Draft a key message framework: what we say per channel, and why. 3) Content strategy. Propose content pillars, weekly cadence, and a 90-day content calendar with post ideas per channel. Include sample copy and suggested visuals for at least six posts so we can see the voice. 4) Implementation. Roles, tools, workflow, and a KPI dashboard with real targets — not vanity metrics. Close with a one-page executive summary of your top recommendations. You'll get: access to our current analytics, past campaign materials, our program one-pagers, and a 45-minute intro call with our team. Reed will review your final plan and flag which recommendations we'll actually put into motion.