Leading LUTW's Brand Transformation: Fractional Brand Management from Strategy to Engagement
How a Calgary nonprofit refreshed its brand, rebuilt its digital foundation, and grew organic traffic 869% — with one fractional brand manager leading strategy and execution.
“Cynthia has been crucial in improving our website through SEO, rebranding, and more. Her changes have resulted in more website traffic, more views on social media, and now we appear first in google and AI search results with our most used keywords! I would absolutely recommend her services.”
Aaron Cohen, Executive Director
The organization
Light Up The World (LUTW) is a Calgary-based nonprofit delivering solar energy to off-grid communities. A mission-driven organization whose growth depends on the same things a business does: being found, being trusted, and making it easy for supporters to act.
The Challenge
The engagement
I joined as LUTW’s fractional brand manager — spotting digital growth opportunities, clarifying brand messaging, and smoothing everyday marketing operations with automation. Strategy and hands-on execution in the same role, without the cost of a full-time hire.
What we built
Brand repositioning. A revitalized brand identity aligned with modern energy and sustainability goals — so LUTW presents with the credibility its mission deserves.
Website refresh. A cleaner, easier-to-navigate redesign that makes it simpler for donors and volunteers to learn about the work and act on it — with a streamlined donation experience and stronger conversion path.
SEO and organic growth. A tailored SEO strategy — technical fixes, keyword alignment, and optimized content — that significantly improved organic visibility and positioned LUTW as a trusted voice in the sustainable energy and nonprofit space.
Social media strategy and execution. All channels revamped (Instagram, Facebook, LinkedIn), a content marketing calendar launched, and daily community engagement managed to build trust and awareness.
CRM optimization and subscriber growth. Cleaned and segmented the donor database and automated the welcome flows — so every new supporter gets a consistent first experience, and the team works from data it can trust.
Email marketing and newsletters. A monthly newsletter that keeps donors and volunteers connected to the mission — with the subscriber base growing +18% through new sign-ups.
Content creation and community management. A weekly content piece, produced against a content calendar built on LUTW’s pillars of communication — plus daily community engagement across channels to build trust and awareness.
Why it worked
One person, whole-brand view. Brand, website, SEO, social, and email designed as one system instead of separate vendor projects — every channel reinforces the same message.
Foundation, then compounding. The rebuilt website and SEO foundation turned LUTW’s content and social work into compounding organic growth rather than one-off campaigns.
Fractional leadership, nonprofit budget. Senior brand management at a fraction of the cost of a full-time hire — the same model I bring to founder-led companies.
If your organization’s brand, website, and digital channels aren’t pulling in the same direction, this is the kind of engagement that fixes it.
Let's talk about your growth
I work with a small number of companies at a time as a fractional growth partner — strategy, direction, and hands-on execution, without the cost of a full-time hire. If you want your marketing foundation built properly and made measurable, let’s have a conversation.
No pitch deck, no obligation — a 30-minute call about where your growth is stuck.