As Big Duck’s Co-Director, Farra ensures that Big Duck is a healthy, thriving company—that we’re creating a great work environment, are financially stable, producing work that successfully meets or exceeds client’s needs, and that diversity, inclusion, equity, and antiracism are centered in all we do. She directs Big Duck’s marketing and business development efforts, seeking to build relationships with nonprofits who want to use communications to achieve their mission.
Farra has led dozens of organizations through major brand overhauls, fundraising campaigns, and much more since joining Big Duck in 2007. She’s a frequent speaker around the country, training nonprofit staff and board members on branding, communications planning, and engaging donors at all giving levels.
Farra was born an activist on Long Island, organizing to end hunger, prevent drunk driving, and right other wrongs. She studied psychology at American University where she started and led a public health awareness organization called Students for Healthy Decisions. During the nine years she lived in DC, Farra worked on fundraising and social marketing for the National Breast Cancer Coalition, Planned Parenthood Federation of America, and the Substance Abuse and Mental Health Services Administration. In 2002, Farra moved to San Francisco and dove into the wonderful world of online fundraising with Donordigital. In 2004, she came home to New York to get her Master of Science in Nonprofit Management at The New School and soon joined the team at Douglas Gould and Company to lead online engagement projects.
Farra is also a part-time faculty member at New York University Wagner Graduate School of Public Service, where she teaches a class about strategic communications for nonprofit and public service organizations. She previously served as a board member for NTEN, an organization working to create a world where nonprofits fulfill their missions through the skillful and racially equitable use of technology, and for the NYC Anti-Violence Project, an organization that mobilizes lesbian, gay, bisexual, transgender, queer, and HIV-affected communities and allies to end all forms of violence through organizing and education, and supports survivors through counseling and advocacy.
Farra is also a member of Big Duck’s board of directors.