Comic Relief
Leading Digital Fundraising for Comic Relief’s Winter 2022/2023 & Red Nose Day 2023 Campaigns
(Digital Strategy & Fundraising)
I led the charity’s winter and Red Nose Day campaign strategy between 2022-23. I led a fierce test-and-learn campaign empowered by complex audience and thematic insight. It came to life digitally across content email, SMS and paid social - while tapping into a new supporter base, through a media partnership with the Evening Standard and Independent. The winter campaign was a first of its kind for the charity, raising £1.7M from public and private donations — with winter CPAs decreasing by 60%, compared to the previous winter campaign. What made this campaign so impactful however was the shift we experienced as a team shaping something together. The Red Nose Day strategy, which I shaped through stakeholder interviews, data-driven insight and historic revenue trend analysis, is currently being delivered on.
The winter campaign put digital testing at its heart, with a 1-month engagement build-up enabling us to test and learn among audiences and creatives before main launch in November. Significant email testing was also conducted, with a regular giving stewardship journey enacted in January to secure monthly donations.