Navigating Digital Activism with Natalia Saucedo

Hey fabulous readers! ?

Welcome back to your weekly dose of inspiration, empowerment, and all the business-savvy goodness you’ve come to love. Whether you’re chowing down on a bagel or a stack of pancakes, I’m so glad you’re here spending this time with me.

Today, I'm super excited to introduce our very first Graceful Media interviewee— Natalia Saucedo of the Human Rights Foundation!

Nat is not only a longtime colleague and friend but also someone I admire for always being unapologetically herself in the workplace. She’s a powerhouse when it comes to social media, marketing, and nonprofit communications—and her insights are absolute gold.

So without further ado, let’s dive into this inspiring conversation!

Meet Nat: The Person Behind the Screen

Where are you based? What’s your job title and how long have you been at your company??

I’m based in the sunny Yucatán, México. For nearly five years, I’ve been leading social media campaigns as the Social Media Associate at the Human Rights Foundation (HRF) (HRF).

Can you tell us a little about your career journey and what inspired you to pursue this path? Was working in human rights your goal from the start??

I’ve always been passionate about the digital world and communications, and I’ve dreamed of working in a field where I could lead digital campaigns while making a real impact. I didn’t expect to land at a major human rights organization right out of college, but I was fortunate enough to intern with HRF, and from there, everything fell into place. I quickly realized that I could fulfill both of my passions, and I’ve been working ever since to ensure the social media world knows about the amazing work we do.

What’s the most rewarding part of your work, and what keeps you motivated day-to-day?

This is a tough question because I find so many aspects of my work rewarding. One of the highlights is our annual human rights conference in Oslo, Norway, called the Oslo Freedom Forum (OFF) (OFF). Dissidents from all over the world come together to share their stories and invite us to join their struggle for human rights, freedom, and democracy. Over three days, human rights defenders, philanthropists, policymakers, and others take the stage to share their experiences. We also host workshops, panels, and even art and music performances. On a personal level, those three days allow me to witness firsthand the impact of our work. I see how many people we’ve helped and continue to help. It’s a powerful reminder of why we do what we do—seeing people from all backgrounds uniting, networking, sharing ideas, and listening to each other. I always get emotional when I share my experience at OFF. It’s truly inspiring and an event you can’t miss.

On a daily basis, I find motivation in my colleagues. It might sound cheesy, but I genuinely believe I have the best colleagues in the world, especially my Communications team. We’ve grown so much over the years, always eager to help each other, boost each other’s ideas, and make sure the world knows about HRF. I’m a better person and colleague because of them. They’ve taught me so much about compassion, discipline, creativity, and justice. Their excellence pushes me to be better at my job. Honestly, they make the work so much more enjoyable—it’s a delight to share projects with them.

Clicks, Likes, and Impact?

How do you use social media to effectively raise awareness about human rights issues without overwhelming your audience?

When I first started in this field, I thought the key was to push out as much content as possible. But over the years, and through listening to and analyzing our audience, I’ve learned that less is more. It’s about delivering the right message, not the quantity of posts. You don’t need 10 posts to make a point if you can convey it effectively in 3—or even just 1!

Right now, video strategy is trending. People are more eager to watch a short video than read an article, so incorporating videos to tell a story is an excellent way to get your message across. That said, audiences are always evolving as platforms and habits change, so it’s crucial to share relevant information in a concise and engaging way. Human rights is such a complex topic, so the challenge is making it digestible and accessible for everyone without overwhelming them.

How do you measure the success of a social media campaign that focuses on advocacy rather than traditional metrics like sales or signups?

It would be dishonest to say that metrics like engagement, reach, and click-through rates aren’t important to me. But as nonprofit social media managers, we need to recognize that measuring the success of a digital campaign involves two branches: quantity and quality.

Beyond the numbers, one key way I measure the success of an advocacy campaign is by looking at the sentiment in comments and discussions. Are people reacting positively to the message? Am I sparking meaningful conversations? Are users motivated to join the campaign? Whether it’s in the comments or what people write when they share our content, it’s essential to monitor their reactions—even if it requires long-term engagement. If the content resonates, it becomes evergreen, continuing to drive conversation, actions, and engagement long after the initial push.

What has been your most impactful social media campaign, and what do you think contributed to its success?

I like to think my most impactful campaign is still ahead of me, not because past ones weren’t successful, but because I always believe I can do better and aim higher. But, if I had to choose one, it would be the annual Oslo Freedom Forum promotion. It’s a comprehensive and well-planned campaign where we spotlight all the speakers, panels, performances, and awards to build excitement and drive ticket sales. It’s a fun yet challenging project, which makes it exciting, and the results—both in terms of numbers and audience feedback—have been incredibly rewarding. A special shoutout to our Giving Tuesday campaign and the video series promos we run across platforms!

Breaking Ceilings?

What’s the biggest challenge you’ve faced in your career and how have you overcome / tried to overcome it??

Years ago, when the Communications team was still coming together, it consisted of just two people—Grace (yes, the author of this blog) and me. While we had full support from all departments and access to resources, the responsibility ultimately fell on us to ensure that all digital platforms—social media, website, email, out-of-home campaigns, and ads — were running smoothly. We succeeded, but it was definitely a challenge.

What helped us overcome it was the backing of the entire organization, as well as our hard work and determination to keep improving. We attended workshops, online summits, watched YouTube tutorials, and stayed in close contact with platform teams to learn and implement best practices. We also made sure to collaborate closely with internal departments to accurately convey the incredible work being done. It was a steep learning curve, but we navigated it through persistence and teamwork.

In your eyes, what quality makes a strong female leader in your field??

I love this question because I’ve had the privilege of learning from the best leader I know: my mom. She started her own business at 35 and faced numerous challenges, including being a woman in a high-level position and balancing motherhood with her career. Despite the obstacles, she became a respected leader in the education field and continues to be admired and followed after three decades.

To me, a good leader is someone who guides you towards your goals, pushes you to be your best, and provides constructive, not hurtful, feedback. They should understand the field, having navigated its ups and downs, and be able to turn challenges into opportunities. A true leader supports and listens to you, helps you grow, and doesn’t stifle your potential.

In the human rights field, for example, a bad leader is like an authoritarian ruler who focuses only on personal gain. In contrast, a true leader is like a democratic head who considers everyone’s needs to build a collective path forward. A great leader isn’t one who demands followership but earns it through their talent, empathy, honesty, intelligence, and assertiveness. They are like a large tree providing shade on a sunny day—supporting and nurturing those around them. That’s my mom for me. Perhaps a bit poetic, but it’s the truth.

Rapid-Fire: Nat’s Final Thoughts

What’s one thing you’re passionate about outside of work that helps you keep a healthy work-life balance?

I’m deeply passionate about the entertainment industry, particularly films, musical theater, and music. There’s something magical about the moment the lights dim in a theater or seeing the credits roll and realizing the collaborative effort behind the masterpiece you’ve just experienced. Music, in particular, is a huge part of my life. I truly believe it makes the world go round. I also enjoy playing the piano and guitar, though it’s just a personal hobby, not a profession. And of course, spending time with my loved ones is always relaxing and refreshing, better yet, going with them to a show!

If your career had a theme song, what would it be? And why??

This is probably my favorite question, though it’s one I’ve never really thought about before. I listen to a wide range of music, so my answer might change, but for now, I’d say the theme song for my career would be ‘Give It To Me’ by Madonna. The song is about confidence, self-assertion, and taking charge, which resonates with what I aspire to in my work. It reflects the energy to always push forward and strive for excellence.

What’s one piece of career advice you’d give a young woman looking to get into the social impact communications space??

It feels a bit strange to give advice since I’m always seeking it myself, but with nearly five years of experience, I’d say this: First, make sure you understand all digital platforms—they each have their own nuances and requirements. Start creating and experimenting; there are no bad ideas when it comes to exploring trends and testing content. Write, design, brainstorm, edit, and network without hesitation.

And don’t forget to disconnect sometimes. The internet can be overwhelming, so take breaks and find inspiration in simple things like a walk, a chat with a friend, or reading a book. Despite working with digital tools, remember that users ultimately seek a human experience. So, be sure to stay grounded and be, well, human!?

A huge shoutout to Nat for sharing her incredible insights and being such a shining example of leadership and creativity for women in the nonprofit space and beyond!

From crafting compelling evergreen social media campaigns to advertising the Oslo Freedom Forum, Nat's work is truly inspiring. Don't hesitate to ask her a question in the comments, and be sure to check out more of her amazing work on her page!

?? Natalia Saucedo ??

I couldn't be more thrilled with how this first Graceful Media interview came out and can’t wait to bring you more stories that uplift and empower. So, stay tuned for your next dose of business brilliance—coming your way soon!

Until next week,?

Grace

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