Fundraising & Community Events
STRATEGY, CONTENT & COMMUNITY IMPACT
As a social media marketing assistant for the University of Alabama at Birmingham (UAB), I worked in the University Relations department, which put me at the hub of all things happening on campus. I supported UAB's Chief Social Media Manager in developing and executing high-impact digital campaigns that elevated fundraising initiatives and increased community engagement.
$1 BILLION FUNRAISING CAMPAIGN
In July of 2018, I took over managing the Campaign for UAB social media accounts. The Campaign for UAB was "the most ambitious fundraising effort in the history of the University of Alabama at Birmingham" (Bakken). The objectives of the campaign were to raise money to support education, research, patient care, community service, and economic development. The fundraising goal was reached!
"Davina is strategic, creative, and enthusiastic about developing successful social campaigns. She challenges those around her to try new things and take risks in their approaches to solving problems. Wherever Davina is she will be an asset to the team she’s a part of."
Karri Neal, Communications Director
STUDENT INFLUENCER PROGRAM
I developed and launched UAB’s first Student Social Media Influencer Program, recruiting student creators and building a strategy around peer-to-peer storytelling and audience engagement. The program generated measurable audience growth, including 927 net new followers and more than 1.3 million social impressions.
UNITED WAY FUNDRAISING
Organized a fundraising event in partnership with a local restaurant and secured Tito’s as an event sponsor, with 100% of proceeds benefiting United Way of Central Alabama. The event attracted 60+ attendees and raised more than $300, demonstrating the impact of combining community partnerships, sponsorships, and event marketing.
PLATFORMS
Social Media Marketing Assistant
Social Media Strategy
Content Strategy & Development
Social Media Campaign Management
Student Influencer Marketing
Community Management
Social Media Analytics & Reporting
Photography & Video Content
Live Event Coverage
Audience Engagement
Campaign Research & Optimization
Cross-Functional Collaboration
MY ROLE
Facebook
Instagram
Twitter / X
LinkedIn
YouTube
Snapchat
TikTok
APPS UTILIZED
Facebook Business Manager
Instagram Insights
Sprout Social
Mish Guru
Adobe Creative Cloud
Canva
Lucidpress
Microsoft Office
Box
Asana
Slack
BUILDING AUDIENCES THROUGH CONTENT & COMMUNITY.
From launching UAB’s first Student Social Media Influencer Program to supporting the university’s historic $1 Billion Campaign, my work helped drive 300% Instagram audience growth and 200K+ reach while expanding student-centered digital engagement.