Raised over $6M to End Slavery
In the couple of years I spent with IJM, we grew the organization from a $51M organization to an incredible $74M organization. More than $6M of this difference can be attributed to the social media strategy. We raised this money through developing clear messaging, compelling storytelling, exponentially increasing our awareness and engagement and tying it all into an integrated donor journey.
Award-winning social media campaign Supermaarko
At the end 2016, IJM introduced a new form of slavery we’re fighting called cybersex trafficking. We needed to find a way to raise awareness and support, while understanding the sensitivity and restrictions of posting this on social media. This became the largest social media campaign IJM had ever run.
It reached more than 11M impressions and raised over $4.8M to end cybersex trafficking.
View the full campaign here.
Justice in Kenya
In my first few months working with IJM, we endured an unprecedented tragedy. Our colleagues Willie, Joseph and client Josephat were murdered in the field.
In response to this global crisis and incredible injustice, we created a communication plan and led the most viral social media campaign in IJM’s history.
This campaign reached over 7,000,000 people. #JusticeinKenya had more than 110,000 engagements and trended internationally for a week. We worked with influencers with a combined following of over 100M people. We garnered 40,000 signatures for justice. And the men responsible for murdering Willie, Joseph and Josephat were convicted and sentenced.
Developed a Compelling Donor Journey
During my time leading the digital team at The Exodus Road, we created a digital journey that guided people to become visitors, followers, leads, donors and ambassadors for our cause.
We increased our sessions by 168%, our leads by 392%, and new donors by 139%.
This also resulted in a 49% increase in recurring donors and a 77% increase in total revenue.
Doubled YOY Revenue in first 12 months
Seedbed Publishing came to me with a problem. They needed to quickly increase their revenue to become sustainably self-funded. What they needed was an integrated digital marketing strategy to increase their value per customer and donor.
I created an integrated welcome sequence to build long-term relationships with their supporters that offered products and ways to engage with the organization. This included brand messaging, email series and automation, dynamic creative social media ads and a unified customer journey map.
After just 12 months of working together, we were able to increase Seedbed’s yearly revenue from $750,000 to nearly $1.5M.