Jacqueline Cao

Nonprofit Digital Marketing: A Case Study on Asian Pacific Islander Forward Movement

Faculty Mentor: Martha Matsuoka, Urban & Environmental Policy Department

Major: Group Language (Spanish and French)

Funding: UEP & UEPI Summer Internship Program: Affordable Housing


As the world moved online during the COVID-19 pandemic, digital media marketing, which includes social media marketing, email marketing, and digital public relations, was recognized as the standard way for nonprofits to connect with community members. In light of the pandemic, Asian Pacific Islander Forward Movement (APIFM)—the public health community-based organization in Los Angeles, CA—embraced digital media marketing by posting tailored public health resources and workshops for its constituents and donors. My 10- week internship at the nonprofit centered around creating flyers, social media posts, and press releases, with topics such as emergency produce bags and the coronavirus’s impact on air quality and waste production. I designed a “Reusables Are Safe!” flyer that was made available in Chinese, Japanese, Korean, Tagalog, and Vietnamese, and created a “Nutrient of the Month” campaign: 12 posts detailing vitamins, minerals, and their benefits. These posts educated readers on nutrient-rich foods and ways to lead healthier lifestyles, consistent with the nonprofit’s mission. I also wrote a press release sent to local and national news outlets about APIFM’s #FeedtheFam fundraiser. Led by APIFM’s Food Roots program, the fundraiser aims to provide emergency produce bags to families in need across LA County. Digital media marketing is low cost and efficient; however, it should be noted that this form of marketing excludes constituents without internet access. While interning at APIFM, I learned that nonprofit digital media marketing is powerful in spreading inclusive and accessible information and promoting healthier Asian Pacific Islander communities through grassroots organizing.

Watch my research presentation below.

Questions or comments? Contact me at: caoj@oxy.edu


Download the poster