Farra is Vice President of Big Duck, an agency based in New York City that is considered a thought leader in nonprofit communications, and that publishes a popular blog and newsletter. Farra has more than 15 years of experience in communications and fundraising for nonprofits. Her expertise focuses on helping nonprofits use the internet to increase visibility and connect with donors, activists, and other stakeholders. She is on the Communications Committee for the New York City Anti-Violence Project and helps organize 501TechNYC. She is a part-time faculty members at The New School's Milano School for Management and Urban Policy. Farra tweets about nonprofit fundraising and communications via @farra.