Non-Profit Projects

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 Friends of the Urban Forest plants and cares for trees in San Francisco in low canopy neighborhoods in partnership with the city and communities.

• Led a partial rebranding process, modernizing a 40-year-old organization to broaden its appeal and connect with a multi-generational audience.
• Developed inclusive messaging frameworks addressing tree inequity and promoting environmental justice initiatives. Scripted and directed animated video on tree inequity and climate justice.
• Developed and executed comprehensive public relations, community engagement, and digital fundraising strategies, increasing social media audience by 65% in 2 years and donor base by 30%, and secured press coverage in local and national publications.
• Coordinated cross-functional teams to launch a new website and digital tools (including FAQs), resulting in a 40% surge in website traffic and an 80% decrease in public complaints.
• Identified bottlenecks and implemented new workflows and digital tools to increase productivity.
• Managed design and production of all print and digital collateral, including newsletters, Annual Reports, videos, and other marketing/communications assets.

"Paawan's keen eye for identifying needs and distilling processes into their most essential elements significantly contributed to a 63% increase in our corporate events. By creating and implementing a seamless and visually appealing interface on our website, she greatly enhanced our user experience. Her expertise in design and user interface was instrumental in migrating our organization to a modern platform, which improved navigability and boosted volunteer sign-ups across all our programs." - Booka Alon, Development Program Manager, Friends of the Urban Forest

They See Blue is a political organization, mobilizing South Asian voters. 

• Made over 7 million impressions in 6 swing states over 6 weeks with the FB and IG Ads program that micro-targeted South Asians using Custom Lists and Lookalike Audiences
• Mobilized thousands of volunteers with compelling, visually-appealing messaging with crisp calls-to-action across all channels (email, website, social media, Slack, and WhatsApp) that resulted in volunteers making over 1.2 million direct contacts with voters.

"Paawan's invaluable efforts helped grow our grassroots group to an effective organization of over 4,000 members.  Besides program managing our various activities and team meetings, she brought her marketing and data-analytics expertise to our email communications and the execution of our digital ads strategy. " - Sunil Mehta, Co-Founder, They See Blue

Room to Read is a multi-national organization focused on childhood literacy.

• Conducted competitive and SWOT analysis of global literacy non-profits and evaluated giving behaviors to present key insights for their 5-year strategic plan.
• Identified gaps with their content and messaging strategy. Streamlined marketing operations by adding creative briefs, content maps to manage old and new content and productivity tools (Asana, Teams)

"Paawan has been a valuable addition to Room to Read, spearheading several cross-functional initiatives. She is a skilled researcher and project manager who approaches challenges from a broad perspective and offers thoughtful input. She has an entrepreneurial spirit that guides her recommendations and helps us find pragmatic solutions to complex organizational needs." - Julie Simms, Marketing Leader, Room to Read

 MyHealthEd / RealTalk (a mobile app using storytelling and technology to support teens’ mental health)

• Developed marketing strategy and messaging framework to target teenagers (Gen Z) and build awareness of Real Talk, a mobile app for teenagers.