World Bicycle Relief Digital Marketing

Non-Profit

World Bicycle Relief

Digital Marketing Manager
2017-2018
Freelance
Chicago, IL

Areas of Expertise

  • Email Marketing
  • Marketing Strategy & Management
  • Digital Marketing
  • Event Marketing
  • Marketing Analytics
  • Lead Generation
  • Marketing Automation

Overview

When I started at World Bicycle Relief (WBR), I was contracted to execute the 2017 Year-End email campaign. I had about 7-8 weeks to develop a strategy, work with internal team members on developing email content by segment, create the emails in Hubspot, and execute the campaign. Previously, WBR had mostly used email automation for subscribers but had not set up an automated campaign with triggers. Part of my new strategy was to utilize the Hubspot automation feature for each segment. The segments were broken up by market (U.S., Canada, UK, Germany, EU, and Australia), fundraisers, recurring donors, mid-level donors, and major donors.

After a successful Year-End campaign, my contract was extended to continue to execute email marketing, as well as help revamp the email marketing strategy for WBR. One of my big projects was working on donor retention after we discovered low retention data. I developed a proposal for a new email marketing strategy that would take into consideration segmentation, lead generation, and a donation funnel and ultimately provide a clear donor journey for WBR. Part of this project was analyzing WBR’s email lists. I discovered that we had been using the U.S. as a general audience, grouping anyone who didn’t fit in the other segments but not taking into consideration those who may have only donated once versus those who never donated. As part of my recommendations and development of the lead generation and donor journey strategy, I recommended that we add a non-donor segment and a 1-time donor segment that represent leads and prospects that we can convert into recurring donors and/or fundraisers. Recurring donors and fundraisers can move into mid-level and then major donor levels as their commitment and engagement with WBR increases.

Year-End Campaign Email Examples

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Idy Uyoe

Former Classmate & Colleague

I have had the privilege of working with Mollye on four different projects, and I can say unequivocally, she is a dedicated leader with the ability to achieve results. Additionally, Mollye is one of the smartest people I know, and her keen sense of marketing and finance would make her an asset to any organization. I highly recommend Mollye on the basis of her sound judgement, competence and ability to get things done, and on schedule.

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Melinda Vajdic

Former Co-Worker

Mollye is whip-smart, collaborative, and creative. We worked together for 9 months, and I am convinced she has social media and marketing in her DNA.

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Lauren Grisafi

Former Co-Worker

I had the pleasure of getting to know Mollye when we were colleagues at the Chicago Bulls. Mollye constantly strives to go above and beyond personal and team goals that are set every evening. She is a great communicator and I believe this is the main reason she constantly beats the goals that are set. She works hard and has a strong sense of determination to go above and beyond what is required. On a personal level, she is always willing to lend assistance to fans and to her co-workers when called upon. Mollye would make a great addition to any organization and would thrive in any setting.

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Fred Yaniga

Former Supervisor

Mollye worked in a leadership role for me spearheading several specific projects with great success. She completed difficult tasks on schedule, with great creativity and also with a very high rate of success. Measured with her predecessors, her peers and her successors, Mollye’s work was outstanding. She is innovative, knowledgeable, energetic, dependable and highly enjoyable to work with.

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Pete Xander

Former Co-Worker

Mollye did a great job of adjusting on the fly and always had a positive attitude. Mollye is very talented and has the confidence needed to utilize her skills to their fullest.

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Gregory Osland

Former Professor

Mollye is an energetic, responsible person, who demonstrated many positive qualities as a successful student at Butler University. She loves to learn, and is willing to take risks to accomplish her goals. I enjoyed having Mollye as an advisee and a student, and recommend her highly.

Bela Florenthal Testimonial

Bela Florenthal

Former Professor

Mollye Peters was my student in two marketing courses at Butler University. She was a hard working student, very attentive, and always contributed to class discussions. I enjoyed having Mollye Peters in my classes. I know she will be successful at any job she takes.

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Jenn Lisak

Former Classmate

Throughout my time at Butler, I had multiple classes with Mollye, and as a result, also worked with her on team projects. She is a very motivated woman who is capable of finding a solution to a problem. She was very diligent, and I enjoyed working with her as a colleague. I have no doubt that she can overcome any challenges that a company throws at her.