Houston Welcomes Refugees

Sky Collective Social Media Strategy

Monthly Investment: $750 | Purpose-Driven Storytelling with Measurable Impact

Next Step: [HWR Onboarding Page]

Strategic Objective

Leverage consistent, mission-aligned storytelling to:

• Increase donor engagement through ongoing, relational asks
• Grow volunteer awareness and activation (high-impact, low-barrier pathways)
• Educate the faith community on refugee journeys and real needs
• Equip board members, staff, and volunteers with shareable content
• Position Houston Welcomes Refugees as a trusted, compassionate guide for churches and partners seeking meaningful involvement

Content Pillars (What We Tell)

1. Refugee Journey & Education
   • Realistic, human-centered education on resettlement challenges
   • Faith-informed perspectives on welcome, dignity, and hospitality
2. Volunteer Experience & Perspective
   • First-person stories from Welcome Team members
   • What it looks like to walk with families for 6 months
   • Low-commitment, high-impact opportunities (Welcome Kits, collection days)
3. Impact & Outcomes
   • Tangible wins: families served, kits delivered, relationships built
   • Life-giving moments that donors and volunteers make possible
4. Activation & Pathways
   • Clear next steps for individuals, churches, and small groups
   • Upcoming events, orientations, collection days, and serving pathways

Weekly Content Rhythm (Consistency Builds Trust)

Monday – Educational Reels & Posts
Short-form video and carousel content that educates on refugee realities, needs, and faith-aligned responses.

Wednesday – Collaboration & Community Spotlights
Partner, church, volunteer, and organizational collaboration posts to:

• Double or triple organic reach
• Spotlight shared mission and community buy-in
• Encourage cross-audience engagement

Friday – Impact Stories
Narrative-driven storytelling highlighting:

• Refugee families
• Volunteer transformation
• Behind-the-scenes moments of welcome in action

Sunday (Bi-Weekly) – Calls to Action
Clear, gentle invitations to:

• Give financially
• Volunteer time
• Host or partner as a church
• Participate in upcoming events or orientations

Execution & Workflow (How We Deliver)

• 30-Day Content Calendar Planned in Advance
  Strategic foresight ensures alignment with development goals, events, and seasonal opportunities.
• Bi-Weekly Strategy & Story Alignment Meetings
  Keeps messaging cohesive across staff, board, and volunteers while capturing timely stories.
• Supplemental Branded Graphics & Assets
  Designed for reuse across:
  • Social media
  • Church slides
  • Email newsletters
  • Volunteer onboarding and training
• Centralized Content Archive
  All graphics, captions, reels, and stories are:
  • Organized
  • Searchable
  • Easy to repurpose for multiple audiences and platforms

Next Step: [HWR Onboarding Page]

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