21NTC Session

10 Training Tips to Transform Your Team into Content Creators


Nonprofit communications teams face two challenges with digital content creation. 1. How to create relevant content now while simultaneously planning for future opportunities? 2. How to work with program staff to ensure you’re getting the most authentic stories of impact from your organization’s work in the community.

Wu Yee Children’s Services, a San Francisco-based child care and early education nonprofit, faced and overcame these exact challenges. Their commitment to sharing their mission, combined with Mission Minded’s expertise in brand and digital strategy enabled Wu Yee to transform program staff and key brand ambassadors into content creators and advocates. With tools such as recorded social media trainings and a branded toolkit, content creation became a shared responsibility of multiple stakeholders rather than solely falling on their communications team.

We’re eager to share how your team can build this capacity, creating a consistent flow of authentic, brand-centered content across your digital channels.

Session Type

60 minute session

Learning Outcomes

  • How to utilize recorded training sessions to educate other staff and brand ambassadors on digital content creation and publishing
  • How to develop toolkits to empower staff and brand ambassadors in using brand assets and messaging to rally external audiences
  • How to effectively use check-ins and touchpoints with other staff and brand ambassadors to continue new content ideation, track progress

Target Audience

Marketing and communications staff, any other organizational staff involved with content creation.


BrandingChange ManagementContent StrategyStorytelling


Julie Grawe

Senior Brand Strategist

Mission Minded

As a Senior Brand Strategist, Julie develops compelling brand strategies, messaging, and communications plans. Her extensive Mission Minded roster of clients includes LiveWell Colorado, the Kenneth Rainin Foundation, and Canal Alliance. She is also Mission Minded’s former Director of Digital, having led Mission Minded’s digital team in bringing brands to life through web, digital marketing, and social media.

Julie is a busy volunteer, serving as a Court Appointed Special Advocate (CASA) with CASA of Larimer County and as a board member and volunteer with Girls on the Run Rockies.

Before joining Mission Minded, Julie developed branding and messaging tools and established a social media presence for the Nike Foundation’s Girl Effect. Julie also led branding and communications for Friendship Bridge, a nonprofit that provides microcredit and education to women in Guatemala.

Rosie Powers


Mission Minded

Rosie Powers is a mission-driven strategist who works with nonprofits across brand, website, and digital marketing strategy. Equal parts storyteller, data nerd, and project manager, she enjoys the intersection between “big idea” thinking and metrics analysis that helps nonprofit brands communicate their impact and engage audiences. In her work with Mission Minded, she has collaborated with organizations such as Housing Trust Silicon Valley, Packard Foundation, Ibis Reproductive Health, HERE to HERE, and Wu Yee Children’s Services.

Rosie’s roots in storytelling began with her career as a journalist working in newsrooms with the Washington Post, the Chicago Sun-Times, and ABC before moving into nonprofit communications. She then worked in marketing leadership with Chicago-based nonprofit Greenheart International.

In her spare time, Rosie enjoys volunteering with the Chicago chapters of the Sierra Club and the Planetary Society.

Virginia Cheung

Director of Advancement

Wu Yee Children's Services

Virginia Cheung is Director of Advancement at Wu Yee Children’s Services, a San Francisco based nonprofit that believes nothing is more essential than excellent child care and education for every child, right from the start. Virginia has been at Wu Yee since 2016 developing the board of directors, growing a young professionals volunteering program, and leading the organization’s rebranding strategy. Virginia has over 12 years of experience helping organizations of various sizes create and implement fundraising strategy and infrastructure with special interest in the use of technology to build capacity for small teams. Virginia is also Co-Founder of Give a Beat, a nonprofit connecting those impacted by mass incarceration to opportunities in music production, DJing, and education programs.



March 23, 2021


1:00pm – 2:00pm