Digital fundraising across 13 markets

The challenge

The charity's central fundraising team covered markets across Asia-Pacific and the Middle East. Donor behaviour, languages, payment preferences and regulations varied between them.

The team needed to increase fundraising revenue while keeping advertising efficient. One-off donations were assessed on donation volume and return on ad spend. Monthly giving also needed to account for donor retention and value over time.

My role

I worked on paid media across the 13 markets, including campaign strategy, the approach to one-off and monthly donations, localised messaging and testing. I coordinated this work with wider improvements to content, donation journeys and donor retention.

What I worked on

A shared strategy, adapted to each market

I implemented a central paid media strategy for reaching new donors, retargeting interested audiences and increasing donation value. Campaigns followed the same overall priorities, with adjustments for individual markets.

Different goals for one-off and monthly donations

I used separate approaches to optimise the two types of giving. This kept campaign decisions tied to their different fundraising goals, rather than treating every donation in the same way.

Local messaging and donation pages

Messaging, creative and landing-page approaches were adapted to local languages and cultural context, particularly in the Gulf and wider Middle East.

Testing across the donation journey

I tested audiences, creative and bidding strategies, alongside different donor journeys. The paid media work was coordinated with improvements to website conversion, content and retention activity.

What changed

Paid media generated $10 million in annual revenue, exceeding the hub's target. Both one-off and monthly giving achieved return on ad spend above 200%.

Singapore and the UAE accounted for approximately 70% of investment, while the contribution from other markets increased. The programme also produced findings and campaign approaches that other teams could reuse.

The focus on monthly giving and donors making larger contributions supported the programme's longer-term fundraising goals.

Planning growth across several markets?

I can help you review where your budget is working, what needs to change locally and how to support your fundraising goals across markets.

The Creative Shak

Performance marketing consultancy led by Alessia.

CONTACT

info@thecreativeshak.co.uk
+44 7752 981930

Unit 2, 465c Hornsey Road
London N19 4DR
United Kingdom