This episode features the great Ellen Conway. Ellen is the Communications Manager at The Shona Project. Ellen speaks about her work for a non-profit organisation. She mainly focuses on strategy for both social media platforms and other digital platforms. She talks about creating a 10 million reach campaign, winning the Innovation for Change award and other awards for the Shine campaign she's been core to. She talks about creating content through their champions using their UGC content to really drive their message. She talks about identifying their target markets using their different audiences. i.e. younger audiences for their TikTok content using their first-hand user experiences. All this content from different sources does lead to storage issues so she explains how they handle all this content coming in and how they use it. She talks about AI tools which will help her. This a good episode for anyone looking to understand a non-profit successfully working on their digital marketing.