Digital Fundraising Strategy & Campaign Delivery

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Comic Relief required senior digital leadership to support fundraising performance, campaign delivery and long-term digital capability across key moments including Winter fundraising and Red Nose Day 2026.

Working across brand, marketing and fundraising, the role focused on ensuring digital activity was not only well executed but strategically aligned, consistent and built for long-term impact.

 Multiple high-profile campaigns running concurrently

•  Need to align brand, fundraising and digital strategy
• Complex stakeholder environment across teams
• Opportunity to improve consistency, performance and supporter journeys
• Lack of clear frameworks to guide digital delivery at scale
• The challenge wasn’t activity — it was ensuring digital worked cohesively, effectively and strategically.

I worked as a senior digital lead across campaigns and programmes, providing both strategic direction and hands-on delivery.

This included:

• Strategic digital fundraising leadership
• Set the digital fundraising direction for priority campaigns, including Red Nose Day 2026, shaping the money impact narrative and how fundraising outcomes were communicated digitally
• Developed a digital fundraising style guide, establishing principles for tone, accessibility, messaging hierarchy and performance optimisation
• Defined a digital roadmap to improve fundraising effectiveness, ownership and cross-team delivery

•  Led digital strategy and optimisation for Winter 2025 fundraising, contributing to £70k in income
• Acted as marketing and brand lead for Red Nose Day 2026, aligning digital activity with wider campaign strategy
• Delivered consent opt-in project leadership, supporting improvements to supporter data and long-term engagement

•  Designed and wrote email stewardship journeys, including:
• Regular giving journey (“Not Just One Night Stand”) 
•  Welcome journey
• Developed direct mail creative and copy (Little Red Envelope), aligning offline and digital messaging
• Strengthened supporter journeys across channels to improve engagement and clarity

•  Conducted a website and e-commerce audit, identifying structural and UX improvements to increase conversion
• Directed paid media strategy across social and search, using performance data to inform optimisation
• Ensured consistent messaging and performance focus across all digital touchpoints

•  Worked closely with brand, fundraising and marketing teams to align digital with creative strategy and income goals
• Acted as a strategic partner across teams, bringing clarity and cohesion to delivery

•  Stronger alignment between digital, brand and fundraising activity
• Improved consistency in messaging, tone and supporter experience
• Clearer strategic direction across key campaigns
• Enhanced supporter journeys across email, web and campaigns
• Contribution to £70k Winter campaign income
• Foundations put in place for more effective, scalable digital fundraising

 This work helped move digital from a supporting function to a strategic driver of fundraising performance, improving both immediate campaign outcomes and long-term capability.

I help organisations bring clarity, structure and stronger performance to digital fundraising and campaigns.