Our proposed communication strategy for showing the social impact of a new initiative like this focused on leading with the organization's values, challenging non-profit narratives by minimizing power imbalances and focusing on strengths-based content, being authentic with mistakes and learnings as the program developed and grew, and sharing each milestone in the development of the program and store, and intentionally focusing on building a strong community among our followers through nurturing relationships with them.

The execution of our communication strategy led to a robust engagement from donors (financial and those donating items to sell in the store), and with shoppers, increasing our revenues. We also caught the attention of two funders. In one instance, an unsuccessful application for funding from two years prior was followed up on by the funder who was impressed by our website and external communications. This funder presented us with an offer to fund the program's expansion.