West Texas Food Bank’s new content marketing manager spreading the good word

You’ve likely heard about the West Texas Food Bank’s (WTFB) immense impact in feeding local families in need. Thanks to social media, you’re now able to see that impact on a daily basis. And that’s in no small part credited to a budding young nonprofit professional in her third year of college.

Odessa native Autumn Bohannan joined the WTFB in September of 2018, starting as a Program Support Specialist and working her way up to Internal Program Manager. Recently, she accepted a new role as the Food Bank’s Content Marketing Manager, where she’s had an almost instant impact.

Since starting in her new role, the Food Bank’s Facebook and Instagram pages have seen a significant increase in engagement. Following of the nonprofit’s social pages is up 40 percent. Click through rate from social media to the Food Bank’s website is the highest it has ever been. The Food Bank has also added Instagram Reels and TikTok to their outreach toolbox. In addition, Bohannan oversees the WTFB’s Twitter account, and the WTFB plans to add a YouTube channel and possibly a podcast.

This is a big deal for a critically important nonprofit, which last year distributed 13 million pounds of food throughout 19 counties and 34,000 square miles to people in need. As noted by WTFB CEO Libby Campbell, social media has become a key tool for critical nonprofit functions like fundraising and recruiting volunteers.

“…We are a place where people can come judgment free to get food. We are here to help individuals and families. It only takes one disaster for someone who has never had to use a resource like a food bank to come to us. That is why the work we do is so important.”

The Food Bank has other important roles aside from feeding people, such as educating the public on how to make meals from their garden, or recipes they can cook with items given to them, added Bohannan.

“The Food Bank does so much and I hope to show the community all the awesome things we are doing,” she said.

Bohannan won’t take full credit for the Food Bank’s early social media successes and touted the talents and creativity of her colleagues.

“It has been a group effort coming up with the Reels and TikToks and implementing them, but they have been doing really well on our socials so that is a Win,” Bohannan said.

Bohannan speaks passionately about her work. Born and raised in Odessa, the Permian High alum says her career goal is to become an executive director of a nonprofit organization. Campbell invited her to apply to join the Food Bank in 2018. Since then, she’s successfully juggled both career and education. She graduated from Odessa College in December, and is currently working toward her Communications degree from the UT Permian Basin.

When she’s not working or hitting the books, Bohannan spends a lot of her free time volunteering at other nonprofits. She’s the Finance VP for the Junior League of Odessa, the President-Elect for Harmony Home Children’s Advocacy Center, and a member of the board of directors for the Crystal Ball Foundation.

“I love the nonprofit world and definitely want to stay in it,” she said.

Prior to serving as Content Marketing Manager, Bohannan led a team of four in overseeing the Food Bank’s Food2Kids Program, School Pantries, Internal Pantries, Senior Box Program and Outreaches. After the WTFB’s board approved the expansion of the nonprofit’s Development Department, Bohannan was tapped for the social media role.

“My goal is to show everything that the Food Bank is doing and continue to raise engagement with our post,” Bohannan said. “The team here is doing amazing things and I want to help showcase that.”

It’s not all work, no play for Bohannan. She loves going to Opals Table, Cancun Grill or Lo.St. Books. Her favorite spot to shop is Kirby’s Kloset in Odessa.

“I love Downtown Midland,” she said. “Mamacitas, Flair Taverna, and The Marriott in Odessa are great places to go to as well.”

A whole separate story could be done about Bohannan’s favorite restaurants in Midland and Odessa.

But her true passion is being part of organizations that help her neighbors in need.

“The work of the West Texas Food Bank is so important because we are a place where people can come judgement free to get food. We are here to help individuals and families,” she said. “It only takes one disaster for someone who has never had to use a resource like a food bank to come to us. That is why the work we do is so important. We help others on what they can cook from the items we give them. We are a place for people to come volunteer at and know that the help they are doing is helping others in need.”