Collaborated with Country Offices and partnering National Committees throughout Asia and the Pacific for UNICEF, The United Nations Children’s Fund, to sustainably and holistically optimize their digital fundraising operations and outcomes as a Digital Strategist. Provided strategic counsel to the area’s digital fundraising teams and fundraising leadership as the region’s subject matter expert by gaining a deep understanding of their unique strengths and challenges.
Successes included implementing and/or upgrading UNICEF’s Global dataLayer in UNICEF’s Country Offices in India, Indonesia, Malaysia, Philippines and Thailand, improving their analytics infrastructure and optimizing their data-informed decision-making capabilities. Drove exceptional results in emergency fundraising by collaborating with teams on their emergency activation fundraising strategy, with activating offices seeing a 131% growth in emergency revenues, 103% increase in number of donations and a 327% increase on their Return on Ad Spend (ROAS).
Highlights include:
- Orchestrating a remarkable 16% increase in one-time/cash revenue and donors via digital channels and SMS from UNICEF offices across Asia and the Pacific
- Increased the ratio of one-time revenue from digital channels by 8% in the region’s marketing channel mix year-over-year
- Overseeing impressive 11% increases in 3-month, 7% increases in 6-month, and 15% increases in 12-month retention rates of digitally acquired monthly donors.
Creative Examples
Shannon possesses a diverse skill set, excelling in the realm of digital fundraising. Her leadership approach centers around empowering individuals, fostering a collaborative environment. I found our brainstorming sessions to be highly productive, as we explored innovative ideas and strategies to achieve our shared objective of raising funds for children in need.
Ju Lee Wong — Digital Fundraising Officer at UNICEF Malaysia
