DIGITAL MARKETING STRATEGY
Lead & Innovate
WWF UK
As part of the LSE Career Accelerator Programme, I assumed the role of a digital marketing leader at WWF UK for this project to identify and pitch feasible digital innovation opportunities. My proposal centred on transforming the current multi-step donation process into a seamless, mobile-first “one-click” experience to increase donor conversion and support long-term fundraising growth. This strategic innovation aligned with WWF UK's broader mission and addressed a critical gap in their digital engagement approach.
overview
Empower
Growth
the project
The challenge
WWF UK’s donation journey was not optimised for mobile users, resulting in high cart abandonment and missed opportunities, particularly among younger, mobile-first donors. Despite a strong brand and supporter base, the organisation lacked the agility and digital infrastructure to effectively convert impulse interest into completed donations. My challenge was two-fold: identify a high-impact innovation; and build a persuasive pitch that would win stakeholder buy-in from key decision-makers across the organisation.
strategic highlights
Opportunity Assessment: Conducted SWOT, PESTLE, and competitor analysis to evaluate and score six digital innovation ideas. Selected Innovation: Prioritised a mobile-first, one-click donation feature due to its potential for high ROI, donor growth, and alignment with emerging giving behaviours. Marketing Strategy & Implementation Plan: Developed a phased strategy including UX design improvements, A/B testing, and integrated campaign planning across organic and paid channels. Leadership Alignment: Crafted the strategy in line with my leadership values—authenticity, transparency, trust, and ethical innovation—while considering how to tailor the pitch for internal audiences. Pitch Strategy: Designed stakeholder-specific messaging—balancing high-level vision with strategic and financial detail—to secure buy-in from budget holders and cross-functional leaders. Performance Goals: Targeted £100,000+ in donations and 10,000 one-click transactions post-launch, with A/B testing to improve engagement and conversion rates.
outcome & lessons learned
This simulated but deeply immersive project sharpened both my strategic thinking and leadership communication skills. I successfully developed a compelling innovation roadmap and a pitch narrative that was both visionary and grounded in data. A key lesson was understanding the nuances of stakeholder engagement — how different levels of detail, emotional resonance, and risk framing are needed to drive decisions across functions. I also realised the importance of aligning innovation with organisational values and technical feasibility. In future digital innovation projects, I’ll continue to deepen my user journey analysis and stakeholder profiling to build even more targeted, persuasive pitches that can turn great ideas into organisational momentum.
skills & tools used
SKILLS + Digital Innovation + UX Strategy + Stakeholder Engagement + Strategic Pitching + Budgeting + A/B Testing + Leadership Development TOOLS + Google Analytics + Miro + Asana + Figma + Excel + PowerPoint + Canva
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