Dignity of Work Institute
Our Challenge
Build the social presence for Sherrod Brown’s worker-focused think tank — sharing worker stories and breaking down the economy through a worker’s lens..
Impact
4% engagement rate on X vs. a 0.03% nonprofit benchmark
3.2% engagement rate on Facebook - ~70x the nonprofit benchmark
48.4% open rate on The Water Cooler, DOWI’s Substack
Our Work
Social Media Strategy & Management
Novel runs DOWI’s social channels as a worker-first newsroom — pairing real worker stories with sharp breakdowns of what’s happening in the economy and what it means on the job. Short-form and staff-led videos, carousels, explainers, and timely, trend-driven posts are each built for their platform. The result is content workers see themselves in, and engagement far above nonprofit benchmarks.
Social Listening
Most organizations talk about workers. DOWI listens to them. Novel helped design and launch DOWI’s social listening program, tracking what workers say online about the cost of living, jobs, and corruption. Those insights power The Water Cooler, DOWI’s Substack, which Novel edits, and feed back into social content. (Click images above to view content.).
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