Birds on a Wire was a Christian organization serving mothers with encouraging, faith-based content, but its digital audience was small and there was significant room to grow the community beyond the people it was already reaching.

The opportunity wasn’t simply to accumulate followers. I wanted to build an audience ecosystem that could introduce more women to the organization, bring them into an ongoing relationship with the brand and eventually give them deeper ways to participate.

As Marketing Director and Brand Manager, I built the digital audience and engagement infrastructure to support that growth.

I introduced quiz-led audience acquisition, using useful, shareable content to reach new people and convert that attention into an owned email audience. I developed the content and social strategy that supported growth across channels, while creating pathways for people to move from discovering Birds on a Wire to becoming part of the community.

As the audience grew, I helped build new ways for that community to go deeper, including the organization’s first paid membership program and first virtual conference.

The strategy wasn’t growth for growth’s sake. It was to create a progression: discover → connect → participate → belong.

• Grew the email list from 90 subscribers to 12,000, using quiz-led acquisition to turn audience interest into an owned relationship.

• Grew Instagram from 2,100 to 11,000 followers, expanding the organization’s ability to reach and engage mothers digitally.

• Helped launch Birds on a Wire’s first paid membership program, creating a deeper level of participation for its most engaged community members.

• Helped launch the organization’s first virtual conference, which generated $41,000 in revenue.

• Built digital audience infrastructure that connected content, acquisition, community and monetization rather than treating each channel as a separate effort.