Implemented and optimized the digital marketing strategy for SOS Children’s Villages USA as their Senior Coordinator, Digital Production and later Manager, Digital Fundraising & Marketing, which included managing the email, website, SEO, and content marketing channels for the US affiliate of the world’s largest NGO dedicated to the long-term care of orphaned and abandoned children.
Accomplishments include designing and executing a multichannel spring digital fundraising campaign that achieved an impressive 233% year-over-year increase in unrestricted revenue. Designed and executed a separate, fourth-quarter/End of Year campaign that raised 19% more than the previous year’s efforts, despite significantly reduced resources, such as outside assistance and advertising budgets.
Highlights include:
Spearheaded significant improvements in key performance metrics like email revenue by an impressive 239.83%, website conversions by 126.28%, and average gift by 27.85% while simultaneously enhancing audience engagement and reducing email unsubscribe and bounce rates
Separately grew email fundraising year-over-year by 26% percent and fourth quarter email fundraising by sixty-six percent while raising engagement and reducing unsubscribe rates.
Recommended search advertising strategies that led to a 500% increase in conversions
Seeing consistent growth in the organization’s unrestricted monthly giving program’s acquisition and retention rates by developing a strategy targeting and customized to attract likely audiences that raised the number of unrestricted monthly givers by 84% while also increasing the organization´s retention rate
Completing a content overhaul and update of the organization’s website and giving forms to improve its SEO, user experience and better serve the needs of various fundraising teams and giving audiences.
Shannon has deep experience in auditing and building strong foundations for nonprofit organizations that are aiming to strengthen their digital programs from the ground up. When Shannon worked at SOS, she was involved with every aspect of planning and executing the digital strategy for fundraising and acquisition campaigns across channels. She led projects that improved the website UX and conversions, grew the monthly donor program, and improved communication with key audiences via email marketing. She also worked very closely with the Data Team to make sure that our systems were integrated and to manage the data flow, ensuring that the eCRM and CRM were working in sync and helping to troubleshoot them when they weren’t. Shannon did an excellent job of developing monthly reports and tracking digital performance against established KPIs. She consistently analyzed our efforts and recommended best practices and other ways of improving channel performance which resulted in increased engagement and revenue YoY. Shannon is a pleasure to work with and is innovative, highly motivated, collaborative, and dedicated to mission-driven organizations.
