In the Trenches with Becca Coates: Turning Meaning into Momentum
Author’s Note: In the Trenches is our series that introduces you to the people behind The Good Lemon. Each piece offers a closer look at how our team members think, what drives their work, and how their experiences shape the way we partner with clients.
When The Good Lemon’s Digital Marketing Manager, Becca Coates, talks about her work, the word that comes up again and again is meaning.
“I’ve always been more drawn to environments where the work is having something to contribute to society, Doing things that actually have a lot of meaning to people and a lot of real, tangible, real world benefits, that just syncs up well with my personality and the things that I’ve always cared about”
That pursuit of meaningful work is exactly what draws nonprofits and mission-driven organizations to The Good Lemon, and what makes Becca such a strong partner for them. She helps organizations tell stories that connect to values, impact, and real people’s lives.
Empathy as a Compass
Like many of us at The Good Lemon, Becca’s personal traits deeply shape her professional approach.
“I have always been an empathetic person and a sensitive person. Being a trustworthy, empathetic person has been really helpful in our work. It helps build trust with clients, which makes everything else easier.”
- Becca Coates
For clients, that trust means knowing their stories are in safe hands, and that Becca will elevate their voice with care, not just push content into the world.
Lessons from the Work
Like many recovering perfectionists, Becca has learned that high standards don’t have to mean impossibly high expectations.
“I’ve always been an overachiever and hold myself to a really high standard. But I’ve learned that I’m often harder on myself than anyone else is. Perfection is the enemy of progress.”
This resonates with nonprofits that often juggle limited resources and high stakes. Becca knows how to balance excellence with rationality, helping clients move forward even when circumstances aren’t perfect.
Proud Moments
One project that stands out for Becca is her work with client BrightNight, helping build up their social media presence on LinkedIn.
“We were able to really grow their presence substantially over the course of a year. I felt really proud of the work we did there. It felt good knowing that the quality of my work was enough to truly leave a lasting impression on their audience.”
For BrightNight, that growth wasn’t just about numbers, it was about connecting their mission with more people who care.
Why It Matters
When asked what inspires her most right now, Becca doesn’t hesitate to say: “Every single one that is fighting for women’s health care rights. And not just women’s health care, but trans health care. The people who are working to protect Americans at risk of losing access to health care, support, and resources. They inspire me every day.”
As a mom, that motivation feels personal.
“I have to believe that we can be better. Especially being a mother, I want to believe that the world my children and their children inherit is going to be better than it is now.”
Becca’s creativity, empathy, and grounded perspective come from lived experiences, navigating demanding work environments, juggling caregiving, and learning to prioritize progress over perfection. Those same experiences make her uniquely equipped to support nonprofits as they communicate their impact and push for change.
For TGL clients, that drive shows up in the way Becca approaches every project: with urgency, care, and a belief that communication is key for creating a better future.
Interested in working with Becca?
Looking for a creative, empathetic partner who knows how to bring your story to life? Get in touch with The Good Lemon to work with Becca.