Hanna Roth: Winter Quarter Blogpost
My business courses at Santa Clara University have equipped me with a solid foundation in marketing, from analyzing data to crafting the perfect message. I’ve spent countless hours learning how to build a brand and engage an audience. But my fellowship at the Silicon Valley Council of Nonprofits (SVCN) has challenged me to see these skills in a new light. This quarter, my main project has been preparing the organization for its first Instagram launch. This isn’t just about gaining followers; it’s about building a digital platform to amplify the voice of a sector that supports hundreds of essential community organizations. It’s a lesson in how the tools of business can be used not just for profit, but for purpose.
This experience has given me a new perspective on how business skills are used to support community work. In a corporate setting, the goal is often to convert a customer. At SVCN, the goal is to connect a community. Preparing for the Instagram launch has meant shifting my focus from a traditional marketing funnel to building a storytelling and advocacy platform. I’m not just thinking about what will get the most likes, but what will best communicate the incredible impact of the nonprofits SVCN supports. It’s about translating the often complex and behind-the-scenes work of policy and advocacy into compelling content that resonates with a broad audience and inspires them to get involved.
The most valuable skills in this work have been strategic communication and audience analysis. It’s not enough to simply post a photo; we need to tell a story that captures the heart of the issue and the spirit of the solution. This has required me to think critically about who we are trying to reach and what they need to hear. I’ve had to consider how best to represent the diverse voices of the nonprofit sector in an authentic and empowering way. It’s a delicate balance of art and science that has pushed me to be a more thoughtful and intentional communicator.
As I prepare to hand off the reins of the Instagram account, I am struck by how much this experience has shaped my understanding of what it means to be a business leader. It’s not just about driving profits; it’s about creating value for society. My time at SVCN has shown me that the skills I am learning in the Leavey School of Business can be a powerful force for good. I am more committed than ever to pursuing a career that allows me to use my business acumen to build a more just and equitable world, one story at a time.