THE CHALLENGE: Pinch hit for team player on leave
MY ROLE: Online marketer
MY CONTRIBUTION: Leads, leads, leads, leads, leads
Amnesty US was one man down going into their largest advocacy event of the year – the global Human Rights Write-a-thon. With their online marketer on leave, I was asked to generate online leads for the event. Our goal was to recruit 10,000 total participants, and 3,000 new Amnesty sign-ups.
I crafted a promotion plan, coordinated the internal teams and external vendors, managed list buys and drafted creatives. We introduced a few new tools to their mix – Twibbon and TweetMeme. We smashed their goal twice, bringing in hundreds of thousands of participants and recruiting thousands of new subscribers to their house list.
I continue to write and edit fundraising and advocacy e-mails each month.
THE CHALLENGE: Small nonprofit needs an online strategy and help learning the ropes
MY ROLE: Advise, Train, Execute
MY CONTRIBUTION: 3-Phase Plan moving full steam ahead
IPPL founder Shirley McGreal is a legend in primate circles. She’s known the world over for her tireless efforts to protect the world’s primates great and small. She recognized that IPPL was hitting below its weight online, so she called me in to help.
Together with her staff we created a 3-phase plan to get the basics in shape, expand their online supporters and deepen their impact. We created a beautiful custom e-mail template and set them up on my favorite e-mail service provider MailChimp (how appropriate). IPPL’s December 2009 online fundraising season went well thanks to the newly introduced Custom Donate Now service. Under my guidance, Shirley and her staff have become naturals at managing their rapidly expanding Facebook page.
We continue to make progress each month, all guided by our marketing plan.
“Kerri has done a great job bringing a small South Carolina-based nonprofit into the 21st century – technology, communication and fund raising! Quite a challenge!”
Shirley McGreal, founder, IPPL
THE CHALLENGE: Share THV’s library of lesson plans online
MY ROLE: Consultant and project manager
MY CONTRIBUTION: Think big; think community
“What’s the best way to share our lesson plans?” THV contacted me in 2006 to figure it out. Our solution — relaunch the site with a focus on building and nurturing an online teacher community in the Hudson Valley.
I provide soup-to-nuts communications support, including research, planning, RFP, tagline, content organization, e-mail strategy, community building, budgeting and managing partners (which include the Roosevelt-Vanderbilt National Historic Sites, NYS Dept. of Environmental Conservation, Marist College and NYS Greenway Conservancy). The site launched in October 2008.
“Kerri’s can-do approach has helped us push beyond our comfort zone to begin creating an on-line community and use social media. Her substantial experience and management skills were invaluable as we recreated our web site and they continue to be critical in refining the site.”
Debi Duke, program manager for Teaching the Hudson Valley
(Heifer International, Prevent Cancer Foundation, National Breast Cancer Coalition)
THE CHALLENGE: Deliver the goods and make ‘em look good for their clients
MY ROLE: Copywriter and brainstormer
MY CONTRIBUTION: Tight, clear, creative copy that performs well and is delivered on time
Beaconfire hired me in August 2007 as a contract copyrighter for their client Heifer International. I’ve worked on a range of online campaigns for the agency, from fund raising to cultivation, education, events and joint promotions.
Since then I’ve been called upon to do copy writing and campaign consulting for Prevent Cancer Foundation, Feeding America, National Breast Cancer Coalition and Pathfinder International.
THE CHALLENGE: Fast launch an advocacy Web site to stop massive state budget cuts to public stations
MY ROLE: Project lead
MY CONTRIBUTION: Launched site in 1 week and helped NY PBS supporters generate more than 5,000 letters to the governor and state legislators
APBS-NY had no Web presence. No master e-mail list. No time. It was about to lose half it’s state funding.
In less than one week I crafted an action plan, hired a designer and Web developer and launched the site. I also worked with the nine individual stations to send a series of local station e-mails alerting supporters to the proposed cuts. The coordinated campaign helped block massive cuts and save cherished and much needed local and educational programming.