Graduate Capstone Project

North County LGBTQ Resource Center (The Center) is a non-profit organization that serves, empowers, and advocates for North County’s diverse LGBTQI community (North County LGBTQ Resource Center, n.d.). North County LGBTQ Resource Center is well known throughout North County but struggles to truly make an impact through their social media channels. The sporadic and at times overwhelming posting led to little engagement and lack of attention from their intended audience. For these reasons, a style guide that included set fonts, font sizes, and color scheme were created along with customizable social media templates.

The style guide and formats aimed to be easily readable for their audience, customizable for The Center’s employees, and cohesive to current social media trends and The Center’s mission. A competitive analysis on similar LGBTQ nonprofits in the San Diego area, literature on uses and gratification theory, social marketing theory, and social media and nonprofits were used to guide this campaign. In addition to this, a comprehensive guide to using Canva as well as the findings from the competitive analysis were created and presented to North County LGBTQ Resource Center for them to continue these best practices.