Like many nonprofit organizations, leadership and staff with the Urban League of San Diego County (ULSDC) dedicate much of their time and resources to providing employment, youth education and family support services to underserved communities. Prior to this year, ULSDC had very little bandwidth or expertise for social media or digital media more broadly. Understanding the value of social media, in 2018 ULSDC introduced a new client-driven service model to achieve new goals and objectives, which required utilizing their existing social media and digital media accounts to engage new audiences. Through ChamberlaynePR, ULSDC now has a strategic and streamlined process for relaying heartwarming success stories on Twitter, Facebook and LinkedIn. As a result, ULSDC is now building a digital following that will be used to engage local communities and clients and find new streams of revenue.