UNICEF and UNICEF USA: Transforming global digital programs and raising millions of dollars for children
Over two years, I led a Blue State Digital team working on digital strategy, design, and fundraising projects with both UNICEF Global and UNICEF USA. The result: a complete transformation of UNICEF's global digital presence, and a 3x increase in UNICEF USA’s email fundraising revenue.
For the global digital transformation, I served as the UX and strategic lead with a BSD team on this intensive eight-month project. We conducted dozens of user and stakeholder interviews, and evaluated other organizations across the digital landscape, drawing insight and inspiration from around the world. We then built a comprehensive strategic framework for the transformation and a step-by-step guide for an overhaul of web properties and cross-channel engagement — including wireframes, visual designs, CMS evaluations and recommendations, a content strategy, an analytics framework, and more.
For UNICEF USA, I served as creative director for two years on a BSD team leading digital fundraising and engagement strategy and executing campaigns. We brought an ambitious new digital strategy to the organization, engaging hundreds of thousands of new supporters and deepening relationships with the existing audience through storytelling, advocacy, and transparency. Our creative approach, along with constant measurement and optimization, led to sharp increases in engagement and fundraising, including tripling email revenue in the first 18 months of the project.