Trusted by leading institutions

Stanford University Stanford Hospital & Clinics University of Missouri Golden Gate University San Francisco Classical Voice Stanford Social Innovation Review New York Philharmonic California College of the Arts Community Music Center

The Impact Arc

Audience Development Approach

My approach is built around one goal: connecting the right people to your mission at the right moment. Whether that means expanding your donor base, deepening community engagement, or making your organization impossible to overlook – it starts with understanding exactly where the gaps are.

Phase I

Assess

Mission Reach Assessment

Something isn't connecting between the work you do and the world you're trying to reach, but you don't know what. Through stakeholder interviews, audience analysis, and a review of your current messaging and channels, we surface the root causes – not just the symptoms.

Includes

  • A findings report with prioritized, actionable recommendations
  • An honest view of where your messaging is landing – and where it's falling short
  • A strategic roadmap you can act on immediately

The Assessment is a complete engagement on its own, as well as the foundation for what comes next.

  • Audience Insights
  • Messaging Consistency
  • Creative Alignment
  • Channel Execution
  • Data Usage
Phase II

Align

Structure & Strategy

Impact happens when everyone is pointing in the same direction. The Align phase closes the gaps between your messaging and your audiences, your internal team and your external story, your channels and the communities you're trying to reach.

Includes

  • Refined positioning and messaging architecture
  • Audience segmentation and engagement strategy
  • A communications playbook tailored to your team and budget
  • Messaging guides, talking points, and frameworks for staff and board
  • Segmentation & Personas
  • Messaging & Creative Framework
  • Data Integration
  • Integrated Marketing Strategy
Phase III

Amplify

Reach & Growth

With the right message and structure in place, it's time to grow. Amplify expands your reach in ways that are mission-consistent, data-informed, and built to last – using real data to continuously refine what's working and scale what's resonating.

Includes

  • Integrated channel strategy and ongoing execution across Google, Facebook, Instagram, SEO & email
  • Content and editorial planning framework
  • A measurement dashboard aligned to mission outcomes – not just marketing metrics
  • Ongoing advisory support through execution
  • Google Ads
  • Meta Ads
  • Social Media
  • SEO & AI Visibility
  • Email Marketing
  • Analytics Dashboards

Specifically

What I help with – by tactic.

If you already know where you need help – Google Ads tuning, social media strategy, donor email, analytics – start here. Each capability fits inside the broader Impact Arc above.

Paid Media

  • Google Ads
  • Meta Ads (Facebook & Instagram)
  • LinkedIn Ads
  • Programmatic Display
  • Retargeting

Organic Reach

  • SEO
  • AI Visibility (GEO)
  • Social Media Strategy
  • Content Strategy
  • Influencer & Partnerships

Email & Lifecycle

  • Donor Email Programs
  • Welcome Journeys
  • Promotional/Event Campaigns
  • Newsletter Strategy
  • List Growth

Measurement

  • GA4 & Tag Manager
  • Looker Studio Dashboards
  • Attribution Modeling
  • Donor Analytics
  • A/B Testing
Amanda Evans, founder of Luma Strategy

About

Hi, I'm Amanda Evans –
founder of Luma Strategy.

Luma helps mission-driven organizations turn marketing chaos into a clear, focused growth engine.

Too often, purpose-led teams are doing important work with marketing that's reactive, fragmented, or hard to measure. I partner with leaders to bring structure, clarity, and accountability – so marketing decisions are grounded in strategy, data, and real-world constraints.

From messaging and audience strategy to digital media, analytics, and modern AI-enabled workflows, Luma provides hands-on leadership and practical guidance when it matters most. The result: smarter decisions, stronger execution, and more impact with the resources you already have.

Let's chat

Ready for marketing that
actually moves the needle?

Tell me about your organization and what you're working toward. I'll respond within two business days.