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Hi, I saw the job posting at 4.45 pm on Friday. So, I didn't have time to prepare my cover letter in the attached doc. Instead, please find my answers to the application questions below. Thank you
1. Why do you want to work for Animal Equality?
Eight months ago, I accidentally became a dog dad to a majestic Samoyed called Soozie. Soozie came into my life as my ex-roommate had bought her as his pet. However, his treatment of Soozie led to me moving out and rescuing Soozie from his ownership. Until last year I rarely interacted with animals in my life. Since then, I've fallen in love with Soozie and discovered a deeper connection with nature and animals. I've now come to form strong views and a passion for animal rights, and the need to respect, protect, and help all animals. So, I'd love to use my skillsets to contribute to Animal Equality's work.
2. What will you bring to Animal Equality?
To answer this question I've looked at the job responsibilities and listed some of these below, along with ideas and examples of how I've accomplished similar tasks in previous roles. This is to show what experience and expertise I can bring to this role:
Develop and manage innovative marketing and digital fundraising campaigns:
- New donor acquisition: I will do this by setting up free influencer collaborations, and working with mission-aligned brand communities, charities, and student groups to reach new users. I believe Animal Equality can also make better use of TikTok, Reels and Shorts to reach new donors cost-effectively. I recently wrote the article "8 ways to find new donors" which also has some relevant ideas.
- Renewing and retaining donors: I have significant experience in increasing the lifetime value of subscriptions, building customer and donor journeys, and being able to pull insights to help drive engagement with current donors and customers.
- Previous experience: In previous roles, I was a viral and PR stunt consultant creating innovative marketing campaigns. I also raised $1.5 million from 2 public Kickstarters and $3.5 million for my crypto project. As CMO of Violet, I also used omnichannel performance marketing to grow revenue.
Oversee the charity’s website: develop and manage landing pages and donation
- Optimising donation pages: The current site can benefit from tools like LiveChat (which is free for registered charities). This will help to improve conversion and engagement rates. Another quick way to improve landing page conversion will be to incorporate positive videos showing the charity's impact - studies have shown that this increases the conversion rate.
- Previous experience: At Charity Digital I optimized our welcome landing pages, welcome email funnels, and user journeys. I also gave feedback to our IT supplier for changes to improve our website design, accessibility and navigation (these are currently being worked on).
Manage the upkeep of our fundraising databases
- Previous experience: At Charity Digital, and at Thrive Pavilion (where I'm a volunteer), I built and managed the CRM for donors and strategic marketing partners. I created systems with automation to improve engagement rates, and I made an analysis dashboard to provide continual reporting. I also did this for our fundraising at GEAR and Violet. I am also familiar with tools like Zapier and Salesforce.
Use metrics to refine fundraising strategies:
- Previous experience: At Charity Digital, I calculated our user lifetime value across different types of users. We then used this as a benchmarking tool to figure out if our marketing strategies were effective and ROI-positive. At Violet, I ran the analysis on all our client accounts, measuring conversion rates, engagement rates, and more to identify what's working, what's not working, and what we can experiment with to increase revenue. Using data analysis like this I set the marketing OKRs at both Violet and Charity Digital. I also worked with our content team at Charity Digital to ensure our editorial calendar was making data-driven decisions on what to publish to maximize engagement.
Create, manage, and optimise paid campaigns:
- Previous experience: At Charity Digital, I managed our Facebook and LinkedIn ads. I also set up our Google ad grant ads. At Social IQ, I managed ad spend of over $500,000 for clients across Google AdWords, GDN, Twitter, Snapchat, Facebook, and Instagram. I am very comfortable and familiar with optimizing ad campaigns, for example, I recently started using AI solutions to help scalably A/B test assets and identify opportunities to improve landing pages.
Manage team members
- Previous experience: I've managed large and small teams. At Charity Digital, I managed 1 marketer. At Violet, I led our entire marketing department of 30+ staff across a range of marketing teams. I learned many lessons from this in how best to manage teams, see some of my learnings in the articles below:
Compile reports
- Previous experience: At Charity Digital, I managed all marketing reporting. This included running analysis and creating reports on performance marketing, email marketing, event marketing, and e-commerce marketing. In previous roles, like at Violet, I built our testing frameworks and analysis dashboards. In my role as a volunteer at Thrive Pavilion, I'm currently collecting impact data to help the charity's president use this to pitch trusts, foundations, and granting bodies for funding.
