Nonprofits & Foundations — The California Wellness Foundation
Editorial Leadership
for Health-Equity
Storytelling
2022–2025 · Social Media Manager, Part-time
Project Overview
Editorial Strategy · Mission-Driven Storytelling · Social Media Management · Cross-Channel Communications · Internal Team Collaboration
Client
The California Wellness Foundation
Role
Social Media Manager (Part-time)
Engagement
2022–2025
Category
Nonprofits & Foundations
About the Engagement
From 2022 through 2025, Ayanna Henderson served as part-time Social Media Manager for The California Wellness Foundation, leading editorial strategy for health-equity storytelling across social media, website content, and Mailchimp email communications. Working in partnership with internal program teams, Ayanna helped connect the Foundation's program expertise with its public-facing communications — requiring an editorial perspective that could bring clarity, continuity, and purpose to stories shared across multiple channels.
Challenge
The Communications Challenge
Health-equity storytelling involves complex issues, nuanced perspectives, and a responsibility to communicate with care. Content must be accessible enough to engage an audience while preserving the context that gives a story meaning. The editorial challenge was to connect internal program priorities with clear, relevant communications across social, web, and email — with each channel serving its audience and format while contributing to a cohesive organizational narrative.
Key Considerations
Translating program knowledge into accessible audience-facing stories.
Preserving nuance when adapting complex topics into shorter social content.
Connecting communications across channels without simply repeating the same copy.
Incorporating internal program-team expertise into editorial direction.
Maintaining a consistent voice across different subjects and formats.
AHM's Strategic Contribution
Scope of Work
01
Editorial Strategy & Story Development
Led editorial direction for health-equity storytelling, connecting program priorities with audience-facing communications. The work centered on identifying clear story angles, organizing key messages, and shaping content with attention to purpose, context, and voice.
02
Social Media Management
Led the social editorial approach, translating health-equity stories into content suited to social consumption — balancing concise messaging with the substance necessary to communicate complex topics responsibly.
03
Cross-Channel Storytelling
Extended editorial strategy across social, web, and Mailchimp. Rather than treating these channels as separate publishing destinations, the work considered how they could support a shared narrative while offering different levels of detail and engagement.
04
Internal Program-Team Partnership
Worked with internal program teams to inform storytelling and editorial decisions — connecting communications expertise with the knowledge held by the people closest to the Foundation's programs.
Cross-Channel Strategy
How the Channels Worked Together
CHANNEL
EDITORIAL ROLE
Social media
Provide accessible entry points into health-equity stories through focused, audience-facing messaging.
Website
Support fuller storytelling, with room for context and a more developed narrative.
Mailchimp email
Bring selected stories and messages directly to subscribers in a cohesive editorial format.
Impact
The Value of the Engagement
Across the 2022–2025 engagement, Ayanna provided editorial leadership at the intersection of program expertise and digital communications.
A connected editorial perspective
Bringing social, web, and email storytelling into a shared strategic framework.
Translation of subject-matter expertise
Helping turn internal program knowledge into communications designed for public audiences.
Channel-aware storytelling
Adapting content to different formats while retaining its central meaning.
Collaborative communications leadership
Working alongside internal teams to develop informed, mission-aligned editorial direction.
The case study highlights the scope and strategic value of the work; it does not attribute audience growth, engagement gains, or other performance results without supporting data.
Why This Work Matters
Mission-driven organizations need communications partners who can understand the substance of their work and make that substance accessible to others. This engagement illustrates AHM's strength in combining editorial judgment with digital execution: understanding a complex subject, collaborating with internal experts, and developing a clear narrative across multiple audience touchpoints.
The same capabilities apply to foundations, nonprofits, educational institutions, and other organizations whose communications must balance public engagement with depth and care.
Bring Your Mission Into Focus
Ayanna Henderson Marketing helps organizations translate complex work into clear, compelling communications through editorial strategy, content development, and coordinated digital storytelling.
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