case studies: charity communications & fundraising

With a proven track record in developing impactful fundraising and awareness initiatives, I combine strategic vision with expert project management skills.

Each case study exemplifies my ability to deliver results-driven solutions that drive meaningful impact for charities.

case study: national volunteering week 2023

THE STRATEGY:

National Volunteering Week is Volunteer Ireland’s nationwide awareness campaign dedicated to celebrating volunteering. In my first year managing the campaign (2023), I led various initiatives that significantly enhanced its reach and impact.

Inspiring theme: I developed the ‘Connecting Communities’ theme for National Volunteering Week 2023, which focused on the power of volunteering to enrich communities, bridge social divides, and create opportunities for meaningful connection. I crafted Volunteer Ireland's campaign strategy around this theme, focusing on stories of marginalised people who volunteer around Ireland.
Engaging content creation: To captivate and inspire audiences, I crafted engaging and emotionally resonant content that highlighted the impact of volunteering and the importance of Volunteer Ireland. By sharing personal stories, compelling statistics, and empowering messages, I aimed to connect with the public on a deeper level. To this end, I produced 16 volunteer case studies for Volunteer Ireland’s website and social media, recruiting and interviewing all participants.
Video project management: I oversaw the production of four National Volunteering Week videos, including organising video shoots; interviewing participants; and managing videography contractors. These videos served as compelling centrepieces for the campaign.
Graphic design: I designed a comprehensive collection of highly-utilised downloadable National Volunteering Week resources. From posters and social media graphics to Certificates of Appreciation, these resources made it easy for charities and community groups to participate in National Volunteering Week.
Amplifying reach: Through targeted digital advertising campaigns, strategic partnerships, and charity collaborations, I expanded the reach of National Volunteering Week to new audiences. By leveraging social media platforms, particularly Facebook, Instagram, Twitter, and TikTok, I generated buzz, increased awareness, and encouraged user-generated content, effectively extending the campaign's organic reach.

THE RESULT:

Enhanced engagement: National Volunteering Week 2023 achieved greater social media reach and engagement than any previous National Volunteering Week campaign.
800% increase in social media engagement compared to National Volunteering Week 2021 or National Volunteering Week 2020.
The campaign hashtag #NVWIreland was the #4 trending hashtag in Ireland during the campaign.
Media spotlight: National Volunteering Week achieved good coverage in national and regional media, including features in The Irish Times, Irish Independent, and on Newstalk and RTE Radio.
Increased participation: More charities and community groups participated in National Volunteering Week 2023 than in any previous year. Among the hundreds of participants were Oxfam, Trócaire, the Irish Cancer Society, Special Olympics Ireland, ISPCC, Irish Red Cross, RNLI, ALONE, Aware, Samaritans, Barnardos, Women's Aid, and Lauralynn.

case study: volunteer ireland digital strategy, 2022-2023

THE CHALLENGE:

Volunteer Ireland is Ireland’s national volunteer development organisation. While they had relatively large followings on Facebook, Twitter, and LinkedIn in 2022, their reach and engagement were low, and new followers were few. During 2022-2023, I successfully revamped the digital presence of Volunteer Ireland, with the strategic goal of enhancing the visibility and significance of volunteerism.

THE SOLUTION:

As Volunteer Ireland’s Digital Communications Lead, I transformed the charity’s online presence by developing and implementing a digital communications strategy, content marketing plan, and branding & style guidelines.

As well as reinvigorating existing social media accounts, I established an Instagram presence and successfully grew a highly-engaged following.

THE RESULT:

In 12 months as Volunteer Ireland’s Digital Communications Lead, I achieved:

116% increase in social media reach
110% increase in social media engagement
99% increase in new fans and followers

case study: digital daffodil day 2021

Digital Daffodil Day 2021 is a testament to the remarkable resilience and adaptability of the Irish Cancer Society in the face of unprecedented challenges posed by the pandemic.

THE CHALLENGE:

The Covid-19 pandemic necessitated a rapid shift from traditional fundraising approaches to a fully digital strategy for Daffodil Day 2021. As the Digital Communications Specialist, I played a pivotal role in transforming this flagship fundraising event into an impactful digital campaign. This case study highlights my contributions to this record-breaking initiative, which exceeded all expectations and set new milestones for Daffodil Day.

THE SOLUTION:

Engaging content creation: To captivate and inspire audiences, I crafted engaging and emotionally resonant content that highlighted the impact of the Irish Cancer Society's work and the significance of Daffodil Day. By sharing personal stories, compelling statistics, and empowering messages, we aimed to connect with donors on a deeper level and motivate them to contribute.
Seamless digital fundraising experience: We prioritised user-friendly online fundraising, enabling supporters to make secure donations with ease. Additionally, I introduced innovative strategies such as gamification elements, virtual challenges, and peer-to-peer fundraising, enhancing donor engagement and fostering a sense of community.
Amplifying reach: Through targeted digital advertising campaigns, strategic partnerships, and influencer collaborations, I expanded the reach of Daffodil Day to new audiences. By leveraging social media platforms, particularly Facebook, Twitter, and Instagram, we generated buzz, increased awareness, and encouraged user-generated content, effectively extending the campaign's organic reach.

THE RESULT:

Digital Daffodil Day 2021 surpassed all expectations, achieving unprecedented success and surpassing previous fundraising records. As the Digital Communications Specialist, my strategic approach, content creation expertise, and meticulous project management contributed significantly to the phenomenal success of this record-breaking initiative. Key results include:

Record-breaking fundraising: The campaign raised more funds for the Irish Cancer Society than any previous Daffodil Day, significantly surpassing the set targets. The digital transformation proved instrumental in driving increased donations and support from both existing and new donors.
Enhanced engagement: The campaign witnessed exponential growth in online engagement, measured by social media interactions, website traffic, and email click-through rates. The compelling content, combined with strategic community-building efforts, fostered a sense of unity and solidarity among supporters.

case study: my life matters 2020

THE CHALLENGE:

It was of utmost importance to the Irish Cancer Society to be at the forefront of public health messaging when lockdown measures were introduced in Ireland in 2020. The Irish Cancer Society wanted to come out with a strong message about protecting the vulnerable in society, especially those who are immuno-compromised due to undergoing/recovering from cancer treatment.

A short turnaround was required with limited resources, as both Irish Cancer Society staff and Irish Cancer Society service users were staying home to prevent the spread of coronavirus.

THE SOLUTION:

I crafted the My Life Matters video in collaboration with the Irish Cancer Society’s most important stakeholders – people affected by cancer.
I contacted several of the charity’s media ambassadors and invited them to participate in the video project. They filmed segments at home, which I compiled and produced into a broadcast-quality video.

THE RESULT:

The video was picked up by a number of media outlets, including RTE, who broadcast the video on the RTE1 Evening News alongside RTE interviews with some of the video’s participants.