Indiana Adams:
Managing Mission-Driven Content for Send Relief
NAVIGATION: intro | experience | commendations | case studies | 30x60x90 | project ideas
Helping You Share Hope, Meet Needs, Transform Lives.
Helping You Share Hope, Meet Needs, Transform Lives.
“When Help and Hope Combine, Lives are Changed.” I'm here to help amplify that message across digital platforms. Below you'll find an overview of my experience, case studies, and ideas for how I can contribute as Content Manager at Send Relief. Thank you for considering me.
Indiana Adams
Content Manager & Community Builder
I craft mission-driven content that elevates Kingdom work and inspires action. With a relationship-focused, data-driven approach, I’ve helped amplify brands in the faith-based and nonprofit sectors across digital platforms. I’m eager to bring my skills to an organization that shares my commitment to bringing hope to communities worldwide.
CORE COMPETENCIES
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Developed and executed content strategies for Birds on a Wire, driving 30% more traffic to the website and increasing $41K in ticket sales for key events through targeted content and effective marketing tactics.
Led the creation of editorial calendars and developed content that aligned with strategic objectives, ensuring consistency across channels and driving audience growth.
Managed the end-to-end content creation process, from initial concept to final execution, working cross-functionally to ensure all content met brand guidelines and marketing objectives.
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Increased Patreon subscribers by 34%, generating $14K in monthly revenue for The Popcast Media Group by fostering community engagement and building strong audience relationships through targeted content strategies.
Grew email list by 72%, driving a 10x revenue boost for a major pop culture podcast through strategic email marketing and community-driven content.
Led community-building initiatives for Mom2.0 Summit, using Instagram, Facebook, and TikTok to amplify brand recognition and engagement among key audiences.
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The Colors Personality Quiz for Birds on a Wire has been taken over 500,000 times, driving significant email list growth and podcast engagement while fostering deeper connections with the audience.
Quizzes for The Popcast average 12K signups within the first 7 days, generating valuable user data and contributing to ongoing audience growth and engagement.
Leveraged interactive content like quizzes and surveys to effectively capture audience information, increasing lead conversion and ensuring a steady pipeline for future campaigns.
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Produced compelling content across various channels driving sustained engagement and brand visibility while managing email campaigns, social media posts, and website copy.
Created successful brand collaborations across Instagram, TikTok, and email campaigns, expanding audience reach and driving impactful sponsorships.
Developed and executed affiliate marketing strategies, increasing revenue while building stronger connections between the brand and its community.
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Led campaigns that drove significant engagement for The Popcast and Mom2.0 Summit, including email campaigns, giveaways, and quizzes, resulting in increased audience participation and higher conversion rates.
Regularly analyzed content performance to assess engagement rates and conversion metrics, optimizing strategies to continually improve results and align with key performance indicators.
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Spearheaded Giving Tuesday for Birds on a Wire, netting over $12K in 24 hours, significantly boosting the ministry’s fundraising efforts through targeted campaigns and community engagement.
Led the Amazon Smile program, driving consistent donations for the ministry by leveraging partnerships and encouraging supporters to select Birds on a Wire as their charity of choice.
Successfully amplified messaging for year-end giving and annual capital campaigns, with one campaign raising $67K, through strategic email marketing and compelling storytelling.
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Collaborated with teams across departments and with outside contractors to align content strategies with overall marketing goals at Mom2.0 Summit and The Popcast, ensuring consistency and maximum impact.
Built strong relationships with key stakeholders, including executives and partners, ensuring alignment and fostering teamwork to support long-term goals and objectives.
RELEVANT CASE STUDIES
My MarTECH stack
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Google Analytics
Data Studio
Hotjar
Moz
HubSpot
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Hindenburg Pro
Garageband
Riverside.fm
Transistor
Libsyn
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Procreate
Canva
Illustrator
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Amazon Pinpoint
Mailchimp
Flodesk
ConvertKit
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IFTTT
ManyChat
Zapier
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Shopify
Stripe
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Basecamp
Trello
Monday
Slack
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Meta Business Suite
Sprout Social
Sprinklr
Hootsuite
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Substack
Squarespace
WordPress
Relevant Case Studies
Building a Flexible Editorial Calendar to Amplify Mission-Driven Content
Client: Birds on a Wire (non-profit ministry)
Project: Editorial Calendar Creation
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Birds on a Wire is a ministry dedicated to helping moms with Christ-centered parenting resources and personal growth. Prior to my involvement, brand management and social media were handled by an outside organization. The challenge was to create and implement a cohesive content strategy and editorial calendar that would engage the community year-round, while also allowing for flexibility to shift content for cultural events or emerging trends. The goal was to establish a consistent editorial presence while keeping the content fresh and aligned with the brand's mission.
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I created a year-long editorial calendar, carefully plotting out key content themes for every month, including regular blog posts, social media updates, and email newsletters. The calendar was designed with flexibility in mind to allow for quick content shifts when cultural events, seasonal trends, or unexpected situations arose. I worked with their team to identify areas for potential collaboration, guest features, and audience-driven content like interactive quizzes or webinars. Additionally, I integrated analytics to ensure we could track performance and adjust content as needed based on audience response and engagement metrics.
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Created and transitioned the content strategy in-house, improving the alignment with the brand’s mission and ensuring consistent communication.
Established a flexible editorial calendar that allowed for adjustments based on emerging cultural events, trends, and audience feedback.
Increased audience engagement through timely content that resonated with parents, particularly around major holidays and seasonal events.
Generated stronger collaboration between content creators and internal stakeholders, streamlining communication and improving content quality.
Utilized data-driven insights to continuously improve content performance and adapt to the evolving needs of the audience.
The Editorial Calendar helped bring consistency and structure to Birds on a Wire’s content strategy, ensuring a clear and engaging connection with their audience year-round. It allowed for flexibility in responding to real-time trends and cultural moments, ultimately fostering a deeper sense of community and engagement among their followers and contributing to fundraising and live event attendance.
Building Community & Growing Revenue through Full-Stack Marketing
Client: The Popcast with Knox and Jamie
Project: Community Management & Content Strategy
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As the first community manager at The Popcast Media Group, I was tasked with building a community from the ground up for a podcast with a dedicated and growing audience. As employee number six, I was the first to focus on community engagement, all while managing multiple platforms and ensuring consistent content. The challenge was to build strong relationships with listeners, drive engagement, and create content that would grow the audience and increase revenue.
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I took on a full-stack marketing role that went beyond community management. In addition to overseeing the community across platforms like Instagram, Facebook, and Patreon, I contributed to video editing, graphic design, copywriting, email marketing, and brand partnerships. This multi-faceted approach allowed me to not only engage the community but also create content that was consistent and compelling, from social media posts to email campaigns and sponsorship communications. I worked closely with brand partners, managing the relationship and ensuring the content aligned with both the audience’s interests and the sponsor’s goals.
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38 million downloads to date, positioning the podcast in the top 1% of podcasts globally.
Ranked as a top 25 revenue earner on Patreon, with 13,000 subscribers generating consistent revenue.
Grew Instagram following to 47,000, creating a strong community presence and driving audience engagement across platforms.
Increased audience engagement by creating content that resonated with listeners and promoted active interaction.
Contributed to growing Patreon subscriptions by 34%, generating $14K in monthly revenue and supporting sustainable growth.
Managed content across Instagram, Facebook, and Patreon, ensuring cohesive messaging and seamless communication with the community.
Successfully liaised with brand partners, securing key sponsorships that helped grow revenue while maintaining the integrity of the brand's voice.
Produced video content and graphics that contributed to a more polished and engaging social presence, further boosting audience engagement.
By managing multiple platforms and wearing multiple hats as a full-stack marketer, I helped build a community-driven brand at The Popcast Media Group that continues to resonate with listeners. My strategic approach to content and community engagement drove revenue growth and deepened audience loyalty, while achieving 38 million downloads and becoming a top 25 Patreon earner.
Optimizing Instagram Content for Audience Growth and Conference Promotion and Engagement
Client: Mom 2.0
Project: Social Media Audit
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Mom 2.0 is a leading community for women content creators, entrepreneurs, and moms. The challenge was to align their Instagram presence with their target audience—moms aged 35-54, entrepreneurial and engaged with summit content.
Mom 2.0 had a highly engaged audience, but was seeing slow growth (1.3% per quarter) and content misalignment with their core demographic. The challenge was to optimize the Instagram strategy to increase engagement, drive traffic to the summit, and narrow the focus to attract more entrepreneurial and creator moms.
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I conducted a comprehensive social media audit of Mom 2.0's Instagram to identify areas for improvement. I recommended shifting from generalized content (e.g., recipes) to more targeted posts geared toward creators and entrepreneurial moms. Additionally, I provided actionable content guidelines using 10 content pillars and purposes to ensure the content aligned with Mom 2.0's mission and goals for the summit.
I implemented strategies like ManyChat automation to encourage DM interaction, UGC collaboration with summit speakers, and a more consistent video presence. I also streamlined the posting schedule, recommending carousels and using on-brand graphics, inspired by effective industry examples.
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Increased Instagram engagement rate by focusing on content relevant to entrepreneurial moms.
Established a more direct connection with the core audience, leading to greater participation in event-related content.
Introduced strategies for more effective content curation, including speaker collaborations and more interactive content like carousels and UGC, creating authentic engagement with followers.
Positive feedback from the Mom 2.0 team on the improved Instagram content strategy, with ongoing use of the revised posting structure and content guidelines.
The audit and strategic overhaul of Mom 2.0's Instagram content helped align their social media presence with their target audience, driving more meaningful engagement and boosting summit awareness, all while fostering stronger connections within their community.
From Concept to Execution, Turning an Idea into a Five-Year, Multi-Conference Phenomenon
Client: Texas Style Council
Project: Annual Conference Execution
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As the founder of Texas Style Council, I was tasked with creating a conference that would bring together female content creators, bloggers, and small business owners in a meaningful way. The challenge was not only to design the experience but also to coordinate all aspects of the event, including content creation, sponsorships, and event logistics. With a small budget and minimal support, I was responsible for managing relationships across multiple stakeholders, including vendors, sponsors, and volunteers.
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I led every aspect of the conference, from conceptualization to execution, managing content strategy, marketing, operations, and sponsorships. I collaborated with vendors, sponsors, and volunteers to ensure seamless event execution. This included curating content that was both educational and inspirational, designing workshops and panels that facilitated networking and collaboration, and securing sponsorships from major brands like Squarespace, Airbnb, Macy’s, and PayPal.
I also created and maintained a cohesive branding strategy, managed social media, email campaigns, and community outreach, ensuring consistent messaging and engagement across platforms. My role encompassed venue selection, logistics coordination, and creating a welcoming space where attendees could connect with each other and industry experts.
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Expanded the conference from a small gathering to hosting over 1,000 attendees in its fourth year, with consistent growth each year, and capped at 500 tickets in the final year to maintain a high-quality, intimate experience.
Secured sponsorships from top brands, including Squarespace, Airbnb, Macy’s, PayPal, and Modcloth, elevating the event’s profile.
Created a collaborative environment where entrepreneurs could network, leading to lasting professional relationships and business growth for attendees.
Delivered engaging content and workshops that led to valuable feedback for startups, helping them gain exposure and connect with industry tastemakers.
Fostered a strong community of female entrepreneurs, many of whom returned year after year, continuing to collaborate and support one another even after the conference.
As the founder and director of Texas Style Council, I led the planning and execution of a growing conference, collaborating with sponsors, vendors, and volunteers to create a seamless experience, all through organic reach with no paid placements. This role showcases my ability to coordinate and collaborate effectively with diverse groups, building a vibrant community of creatives and industry professionals.
Helping A Non-Profit Ministry Boost Email and Podcast Engagement and Drive Revenue Growth
Client: Birds on A Wire (non-profit ministry)
Project: Lead Gen Personality Quiz
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Birds on a Wire is a platform dedicated to helping moms with parenting resources and personal growth. The organization needed an engaging and accessible way to grow their email list and increase podcast listenership while providing value to their audience. The goal was to boost visibility for their curriculum and create a meaningful connection with their community in a way that felt fun, valuable, and informative.
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I created and launched the Colors Personality Quiz, a fun and interactive tool that allowed parents to explore their parenting style and better understand their children. This quiz became a cornerstone of their lead-generation strategy, offering immediate value in exchange for email addresses. Designed around simple personality types, it provided parents with insights into their own parenting approach, while also directly tying the results to relevant podcast episodes and Birds on a Wire’s publications.
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The Colors Personality Quiz has been taken over 500,000 times, continuously growing Birds on a Wire’s email list and podcast listenership.
Serves as a key driver for engagement, maintaining an ongoing connection between the brand and its audience.
Contributes sustained traffic to Birds on a Wire’s website and products, consistently building brand awareness and providing value.
The Colors Personality Quiz remains a pivotal lead-generation tool, nurturing meaningful connections and supporting the organization’s long-term growth.
The Colors Personality Quiz became a pivotal tool for Birds on a Wire, driving email list growth, increasing podcast engagement, and fostering deeper connections with their audience. By offering valuable, interactive content, the quiz not only contributed to ongoing engagement and sustained website traffic but also played a crucial role in growing the client database.
Adapting Content for Crisis: Leading Soar 2020 Virtual Conference
Client: Birds on a Wire (non-profit ministry)
Project: Soar 2020 – Virtual Conference
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The COVID-19 pandemic led to widespread cancellations of in-person events, forcing many organizations to rapidly pivot to virtual formats. For Birds on a Wire, this shift meant reimagining their annual Soar conference, which traditionally brought moms together for community-building and personal growth. The challenge was to create a meaningful, engaging experience remotely, while maintaining high levels of engagement and ensuring the conference continued to support the ministry’s mission: to provide godly, practical advice so moms feel celebrated, encouraged, and equipped to parent with confidence.
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I led the marketing efforts for Soar 2020, navigating the challenges of a virtual event during a crisis with a zero-dollar budget. I developed content that not only acknowledged the stress moms were facing but also created an opportunity for them to connect, learn, and be encouraged. We crafted empathetic messaging to highlight the value of the conference during a time of uncertainty, ensuring it resonated deeply with the audience’s needs.
As the point person for all marketing, I handled organic reach, graphic design, and web development to ensure a smooth transition to the online format. I leveraged email marketing, social media, and community engagement strategies to attract new attendees while keeping existing ones involved—completely through organic channels without paid advertising.
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Exceeded the goal by 300 participants, reaching 1,000 attendees, with over half being first-time attendees, generating an additional $55K in revenue from ticket sales.
Achieved strong community engagement despite the virtual format, with attendees expressing feeling connected and supported.
Successfully drove engagement and brand visibility through organic marketing, leveraging social media, email campaigns, and community outreach.
Demonstrated the power of strategic content and organic growth, reaching a broader audience without a marketing budget for paid promotion.
Strengthened brand presence through authentic connections, creating lasting engagement and expanding the Birds on a Wire community.
Leading Soar 2020 showcased my ability to adapt content in a crisis with a zero-dollar budget, executing a successful virtual event that not only maintained high engagement but also generated $55K in revenue. Through strategic content and community-focused marketing, I expanded the event’s reach, ensuring moms felt celebrated, encouraged, and equipped despite the challenges.
Connecting Audiences with Impactful, Hope-Focused Storytelling
Client: Coffee + Crumbs
Project: Podcast Hosting & Brand Partnership Management
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Coffee + Crumbs is a faith-based community for moms, offering content that helps mothers feel safe, known, encouraged, and loved. As the host and Director of Brand Partnerships for seasons 3 and 4, I was tasked with helping grow the podcast’s audience and engagement while maintaining alignment with the community's core values. The goal was to create compelling, mission-driven content that resonated with the audience and fostered deeper connections with the brand’s message.
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I hosted 68 episodes, working alongside the founder and writer, playing a key role in content creation. I developed interview questions for notable guests and contributed to episode production. As Brand Partnership Director, I successfully negotiated sponsorship deals and helped integrate advertising seamlessly into the show. Additionally, I managed content strategy to ensure that each episode felt authentic, positive, and aligned with the mission of the podcast. I amplified the episodes through a new newsletter specifically for listeners, creating more direct engagement and further fostering a sense of community.
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Achieved 50% growth in listenership, reaching 3 million downloads and an average of 25,000 listeners per episode.
Helped Coffee + Crumbs rank in the top 20 Kids & Family podcasts, being featured twice on iTunes’ New & Noteworthy section.
Secured brand partnerships that contributed to increased ad revenue, while maintaining a focus on the community's values.
Played a key role in creating content that resonated with the faith-based community, strengthening listener relationships and fostering long-term engagement.
Launched a dedicated newsletter that directly engaged the podcast’s audience, further amplifying the podcast’s impact and reach.
As podcast host and brand partnership manager for Coffee + Crumbs, I helped drive growth in audience engagement, sponsorships, and content creation. Through strategic interviews and content development, I contributed to a podcast that continues to be a beloved and safe space for moms, fostering community and sharing positive, mission-driven content.
Here’s how I plan to hit the ground running in my first 30, 60, and 90 days at Send Relief, collaborating with the team to create impactful content that raises awareness and drives support for our mission to meet the physical and spiritual needs of vulnerable communities.
First 30 days:
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Onboarding & Training: Immerse myself in Send Relief’s mission, values, and existing content strategies. Attend onboarding sessions in Virginia to learn about tools, platforms, and workflows the team uses.
Collaboration with Visual Content Manager: Build a strong partnership with the Visual Content Manager to ensure consistency in visual and written content across all platforms.
Content Audit & Initial Strategy: Review current content across social media, email campaigns, and the website to assess effectiveness and identify opportunities for improvement. Start drafting ideas for content that aligns with Send Relief's mission.
Stakeholder Meetings: Meet with key team members to understand departmental goals and how content creation can support Send Relief’s marketing objectives.
Draft Editorial Calendar: Develop a draft editorial calendar for the next 6-12 months, aligning content with Send Relief’s priorities and upcoming campaigns.
Review Data & Reporting System: Assess current data reporting systems for content performance to identify areas of improvement in tracking and reporting.
60 days:
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Content Creation: Start producing mission-aligned content, including emails, web copy, social media posts, and video scripts. Focus on creating empathy-driven messaging that resonates with both existing supporters and new audiences.
Cross-Department Collaboration: Work with the Visual Content Manager to ensure consistent messaging across all content. Collaborate with other teams to align content with marketing objectives and ensure it supports larger campaigns.
Monitor Engagement & Optimize Content: Track and analyze engagement metrics (likes, shares, comments, donations) to determine which content is performing well. Use these insights to refine content strategies for better engagement and impact.
Execute Editorial Calendar: Begin executing the editorial calendar, ensuring content is delivered consistently across social media, email campaigns, and website.
Lead Content Campaigns: Develop and execute content campaigns that align with Send Relief’s mission, focusing on driving engagement and action (donations, volunteering, etc.). Ensure the content is compelling, consistent, and action-oriented.
Travel & Field Engagement: If applicable, begin travel plans to engage with field teams, capture real-world stories, and develop content that highlights Send Relief’s impact on the ground.
Create First Analytics Summary for Stakeholders: Develop and share an initial analytics summary to report content performance and provide actionable insights for future campaigns.
90 days:
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Optimize Editorial Calendar: Refine and optimize the editorial calendar based on insights gathered in the first 60 days, ensuring content aligns with long-term growth and mission goals. Integrate more video content, user-generated content (UGC), and real-life stories to increase engagement.
Scale Content Creation: Expand content strategies to include multiple formats (e.g., blogs, videos, social media series), ensuring consistent delivery of engaging material. Continue collaborating with teams to align content with marketing goals.
Ongoing Collaboration: Build deeper relationships with internal teams and key stakeholders, offering feedback and working together on new content ideas to further strengthen the content strategy.
Regular Reporting & Strategy Refinement: Provide consistent content performance reports, analyze trends, and refine strategies to ensure content is continually engaging and aligned with Send Relief’s mission.
Dream Projects for Expanding Reach and Engagement
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Streamlining User Interaction to Drive Action and Engagement
To increase engagement on Instagram, setting up automated responses for keywords (e.g., “text [keyword] for more info”) will streamline the user experience and encourage deeper interaction. This simple strategy will allow us to directly engage with followers, providing them with resources, CTAs, or exclusive content that drives action. It’s a great way to enhance community engagement while making it easier for followers to connect with Send Relief’s mission.
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Expanding Reach While Addressing Security Concerns
TikTok's growing role as a search engine makes it a necessary platform for sharing mission-driven content. That said, while TikTok offers a tremendous opportunity to expand our audience, especially among Gen Z, it’s crucial to address the safety and security concerns associated with the platform. Given TikTok’s ownership and potential privacy risks, we must be vigilant in protecting the identities of missionaries and safeguarding sensitive content. We will ensure that all content shared on TikTok is carefully curated, with a focus on privacy and security.
By repurposing existing content into TikTok-friendly videos, we can engage a younger, more diverse audience while ensuring the content remains aligned with Send Relief’s mission. Despite these concerns, TikTok offers unmatched visibility and presents a unique opportunity to expand our reach, especially through short-form, impactful content that drives engagement and awareness.
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Revitalizing Audiences with Short-Form, Engaging Episodes
The Adopting and Fostering Home Podcast and Stories of Hope are both fantastic podcasts with valuable content that can be revisited and revitalized for new seasons. While the final episodes of both podcasts aired in 2023, these shows feature powerful stories and practical insights that are still incredibly relevant. The episodes were already short-form, with Stories of Hope averaging around 10 minutes and The Adopting and Fostering Home closer to 30 minutes. By repurposing existing content into bite-sized clips or creating new episodes based on listener feedback, we can re-engage the audience and provide them with fresh, accessible content. Future seasons could even incorporate video content to broaden the reach and appeal, keeping the episodes under 15 minutes to maintain their quick, digestible format. This approach would allow us to revive these podcasts, keeping them aligned with the audience's needs while staying true to their original intent.
NAVIGATION: intro | experience | commendations | case studies | 30x60x90 | project ideas