Humans Behind the Handles: Rebs Curtis-Moss

Our new series, Humans Behind the Handles, shines a light on the incredible folk running digital comms for non-profits and social justice orgs.

We kicked things off with the brilliant Digital Comms and Fundraising Consultant, Rebs Curtis-Moss, to chat about what life’s really like behind the screen.

Rebs shared how they first got into the charity comms sector, speaking of their "very wonky career path" which began unintentionally during a recession. In their first role involving social media, the work was treated more as an administrative task than a strategic one: "Admin and social media at the time was… like - it was seen as an admin task. Unfortunately, at some places it still is.”

Rebs also touched on something that we’ve encountered many times - people assuming that being active on social media in their personal life means they understand how to run it professionally, but the two couldn’t be more different.

“The thing that people get most wrong is that everyone thinks they’re such a social media expert, aren't they? ‘Yes, Janice you've got your own Instagram account, but that's not the same as running one for a charity!’"

Rebs added that a big part of the job is managing internal expectations. “People often assume it takes no time at all to create meaningful content or build an entire campaign strategy,” they said. The reality is that there’s so much thought and cultural nuance that goes into the content, the practical time it takes, and the restrictions of the brand and tone to work with, too.

The RNLI Experience

Rebs' has managed social media for large organizations like the RNLI (Royal National Lifeboat Institution) and Shelter, a housing rights organization.

One of the most intense periods Rebs talked about was navigating the "waves and just waves of hatred" following a period of viral political trolling aimed at the RNLI, all related to the organization’s work rescuing refugees crossing the English Channel. This crisis highlighted the serious emotional toll of community management.

"It was genuinely a very, very stressful, very busy time,” they said. “And I feel like that's something I'm really proud of. Just kind of personally getting through, but also leading a wee team of people through as well, and making sure that people were okay.”

When Catnip supported the RNLI with community management at this time, we were offered PTSD therapy afterwards too - it shows just how supportive the RNLI are as an organization, and that they’re mindful of the impact this work has on people.

Prioritizing Self-Care

Given the pace and intensity of the role, the increase in vitriol and hate and the "continued terrifying rise of the right wing just trolling everywhere," Rebs shared the essential need for self-care and boundaries.

"Have boundaries - and don’t be a martyr," they said. "We all collectively - and it's easier said than done - need to really prioritize our mental health and our mental wellbeing."

For those working in community management, they added that it’s especially important to take a proactive approach to looking after yourself. "Make sure you're taking a lunch break, make sure you're getting out. As the Gen Z’ers are saying right now, ‘Go touch grass’." They also stressed  that people must "take all your leave and if you're unwell, don't be a martyr again - take the time off."

Ultimately, Rebs offers a crucial mindset shift for people who work in charity comms:

"A phrase my boss at RNLI used to use a lot was ‘the lifeboats will still launch, you know.’ No one's going to die as a result of your actions."

Thank you so much to Rebs for sharing their brilliant perspective and kicking off our new series!

Rebs is running a workshop with the Media Trust on Wednesday 5th November, focusing on digital fundraising for community fundraisers. They are also co-running a webinar, “From Followers to Community: Strategic Social Media Management for Charities”, on 19th November, all about building good communities on social media. Register here.

Join us for the next episode of Humans Behind the Handles as we continue talking to comms professionals about what it's really like running social for charities and non-profits!