How Community Engagement is Creating Sustainability for our Nonprofit

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Building Trails for Community Health

My husband and I operate Skagit Trail Builders, a nonprofit working with local agencies and volunteers to build multi-use trails in Skagit County. Our vision: interconnected trails that foster access and health equity by connecting people with nature in their local community.

We broke ground on the Northern State Trail System in 2019. Since then, we’ve engaged over 1,000 volunteers contributing 18,000+ hours to build 3 bridges and nearly 4 miles of multi-use sustainable trail that can be enjoyed year-round.

The Challenge:

Starting Over After COVID

When COVID shut us down for 18 months in 2020-2021, returning to work felt like starting from scratch. Our traditional outreach methods – in-person recruiting, poster campaigns, tabling events – wasn’t connecting with the younger volunteers (ages 18-40) essential for organizational sustainability.

We needed a new approach that wouldn’t drain our minimal budget.

The Strategy:

Digital Engagement, Brand Recognition, and Team-Building

In 2022, I collaborated with leadership to transform our marketing approach:

Online Presence Overhaul:

• Redesigned the website using Search Engine Optimization (SEO) methods and included a user-friendly volunteer signup form.
• Added transparency to the messaging (mission, partnerships, privacy policy).
• Developed strategic content addressing common questions.

Social Media Expansion:

• Added Instagram to reach younger audiences.
• Focused on authentic storytelling through photos, videos, and engaging content.
• Built an organic following with strategic hashtags and tagging.

Streamlined Communications:

• Launched a professional e-newsletter utilizing an email management platform.
• Redesigned recruitment materials with QR codes for instant engagement.
• Created a magazine-style impact report showcasing community value.

Brand Consistency:

• Developed brand guidelines for a cohesive visual identity.
• Created branded templates for social media, e-newsletter, and print materials.
• Redesigned our volunteer t-shirts and hoodies.

Team Building:

• Gave every volunteer a t-shirt the first day they worked to build community pride.
• Added hoodies as a reward for volunteer hours.
• Boosted volunteer hours and meeting attendance by providing meals after our work parties (for those who worked a full day), which particularly encouraged youth volunteer participation in our planning discussions.
• Held Advisory Committee Meetings during the work party lunch break to provide an opportunity for all volunteers to share their ideas.

The Trail to Success

The transformation exceeded our expectations:

Volunteer Growth:

• 24% increase in community volunteers (2023 vs 2022).
• Work parties now attract an average of 29 participants, with peak events reaching over 50 (in fact, on June 28, 2025, we broke our previous record with 56 volunteers!)
• Successfully attracted a younger demographic for organizational sustainability.

Funding Breakthrough:

• Our enhanced credibility opened doors to larger funding opportunities.
• 550% increase in community funding – from $2,150 average (2020-2024) to $13,970 in first six months of 2025.

Community Impact Multipliers:

• Two of our Youth Leaders earned full-ride university scholarships, citing their experience with Skagit Trail Builders as a primary differentiator.
• Local High School students fulfilled their Varsity in Volunteerism requirements.
• We diversified our leadership and core volunteer teams.
• Created new project opportunities from our demonstrated success.

The Path Forward

Our marketing evolution created a self-reinforcing cycle: increased awareness, built community support, which enhanced credibility, leading to better funding and a stronger, more sustainable organization.

Key Takeaways:

• Digital engagement doesn’t require huge budgets. Being consistent and strategic matters more.
• Authentic storytelling resonates across all age groups.
• Build funder confidence with professional presentation and meaningful metrics.
• Community awareness directly translates to funding opportunities.

The lesson? By adapting our approach and embracing digital tools, we transformed from a small (but mighty!) volunteer group into a recognized, respected, and sustainable community asset.

Our trails continue connecting people with nature while our marketing strategy connects us with the resources to expand our mission.

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