PROMOTING IMMIGRANT WOMEN ON THE WORLD’S MOST SELF-PROMOTIONAL PLATFORM

New Women New Yorkers is a nonprofit dedicated to advancing the careers of immigrant women. In 2025, they had an end-of-year fundraising goal to meet. But under the Trump administration, 2025 was one of the worst years in American history for immigrants. Even social platforms were censoring pro-immigrant content. So how do you create a fundraising campaign for immigrants when no platform will promote them? Get other people to promote them for you. On the most self-promotional platform: LinkedIn.

For Giving Tuesday, we created a targeted social-first campaign that asked people for a different kind of donation: their LinkedIn bios. Instead of using their bios to promote their own careers, they used those 140 characters to promote the careers of immigrant women. Across LinkedIn, professionals changed their bios to a simple message driving donations for NWNY, until the nonprofit not only reached their fundraising goal, but surpassed it. Turns out a little has a seriously big reach.