Overview
Managed media planning and buying for multiple simultaneous B2C and B2B digital advertising campaigns for a global NGO focused on children's welfare. Delivered donor acquisition campaigns across search, social and display, institutional engagement campaigns targeting corporate partners and government funders, and a performance attribution framework aligned to fundraising and advocacy outcomes.
Who This Is For
Global NGOs, international charities, development organisations, or non-profit foundations running digital campaigns across both B2C donor audiences and B2B institutional partners. Typically managing multiple simultaneous campaigns across different causes, geographies, and audience segments with high accountability for campaign spend.
The Challenge
The organisation runs significant digital advertising campaigns but the media planning and buying operation is under-resourced and reactive. Campaigns are commissioned ad-hoc without a coherent strategy connecting channel investment to fundraising or advocacy outcomes. Spend is difficult to attribute. Different teams and geographies manage campaigns independently, creating duplication and inconsistent brand presentation.
What We Propose
Campaign Strategy & Planning - Integrated media plan connecting campaign objectives to channel mix, audience targeting, and budget allocation. Donor Acquisition Campaigns - B2C campaign design and management across search, social, and display optimised for cost-per-acquisition and donor lifetime value. Institutional & B2B Engagement - Campaign strategy targeting corporate partners, foundations, and government stakeholders. Emergency & Appeals Management - Rapid deployment campaign capability for emergency appeals and time-sensitive fundraising. Attribution & Reporting - Campaign measurement framework connecting spend to donations, advocacy outcomes, and institutional engagement.
Why It Matters
Mission-aligned efficiency - Every campaign euro directed toward outcomes that advance the organisation mission. Donor acquisition at scale - Structured campaigns that grow the donor base cost-effectively across digital channels. Accountability - Reporting and attribution that satisfies board, funder, and public accountability requirements.
Over several years, delivered repeated cycles of content strategy, content production and content localisation in up to 20 European and Asian languages for a global industry association serving the seafood sector. Covered web content across three CMS platforms simultaneously, localisation of reports, infographics, video and complex presentations, and multilingual SEO for organic discovery across priority export markets.
Developed a data operations strategy for a professional association to improve member and non-member insights and enable more effective marketing investment decisions. Designed a secure, privacy-compliant data architecture connecting CRM, web analytics and event systems, and implemented data governance processes aligned to GDPR obligations.
Developed a CRM activation strategy and workflow redesign for the advertising sales team of a Nordic digital marketplace, covering both B2B advertiser and B2C platform relationships. Redesigned sales workflows, integrated content and pitch assets into CRM stages, and implemented a pipeline governance model to improve revenue forecasting and sales team adoption.