Fiona Kitson Email & Phone Number

Sydney, NSW, AU

Sydney, New South Wales, Australia

Subject matter expert with sole responsibility for Salesforce platform across multiple departments. Responsible for all aspects of user management and training, declarative configuration changes, sandbox management, requirements gathering, data management, system maintenance, documentation and management of integrated applications.

Sydney, Australia

• Direct Fundraising lead,managing regular giving, community fundraising, and appeals.
• Implemented a test regular giving acquisition campaign and associated donation processing systems, with promising initial results.
• Refreshed the community fundraising programme, including overhaul of product portfolio and web presence and relaunch of Stay in Bed Day event.
• Successfully ran cash appeal programme exceeding net income targets and adopting a ‘digital first’ approach.
• Ran data selections, analysis and reporting for the organisation, using Salesforce CRM.

Sydney, Australia

• Led acquisition team across Digital, DRTV and telemarketing channels
• Developed and delivered a new digital fundraising strategy (SEM, Social Media, Display, EDM) – creating a new ‘always-on’ acquisition approach for cash and regular giving recruitment – doubling the size of the.
• Set declining DRTV programme back on a growth trajectory by implementing new creative (Koala adoption), cutting consultant costs (saving $60k pa), and significantly improving digital conversion rates.
• Designed and led a cross-function digital ‘sprint’ to improve web user experience and conversion rates in time for the key FY19 Christmas adoption gifting period - sales improved 20% year on year.
• Member of WWF-A leadership team and an active participant in the annual business planning and budgeting process, including a mid-term strategy review.
• Created a product development strategy that included using an innovation framework to improve the animal adoption product and test out a new regular giving product to appeal to a different demographic.

Woking, England, United Kingdom

• Cross functional role, identifying and implementing new strategic fundraising opportunities.
• Developed strategy for a new mass-market fundraising proposition to replace the shrinking membership programme. Led first-stage research project using an innovation agency to scope out market need and potential.
• Developed top line fundraising strategy for the ‘Our Planet’ Netflix series. This included influencing senior members of the team of the key conditions needed to maximise income generation potential.
• Provided expert fundraising advice to working groups for various communication and community fundraising initiatives, including campaigning event Earth Hour and community fundraising event Wear It Wild.
• Worked on a variety of programme performance enhancing activities including leading a project team to test and refine an opt-in data collection approach in anticipation of the new EU data protection directive.

Woking, England, United Kingdom

• Led supporter recruitment, communications and product strategy for WWF’s regular giving programme. Budget responsibility FY15 – Income £35m Expenditure £12m. Led a team of 9.
• Led the team to consistently meet or exceed planned targets for every year in post.
• Increased the size of the regular giving file from 307k in FY11 to 424k in FY15, representing 38% growth
• Delivered outstanding programme performance in FY12 with o Recruitment programme 53% ahead of original plan with 78k new payplans recruited in core channels (TV, radio, digital, press/inserts, email) and within 5-year.
• Conducted extensive product testing and development including launch of 2 new animal adoptions and a high value bundle product; plus TV format and proposition tests.
• Planned and delivered growth in all channels year-on-year including testing high volume two-stage street recruitment; radio advertising and reintroducing and upscaling insert activity.

Woking, England, United Kingdom

London, England, United Kingdom

• Managed the Direct Marketing, Supporter Services, Database and Membership functions (10 staff), leading on strategic planning, staff management & development. Budget responsibility 2010/11 £2.6m income, £1.4m.
• Developed ambitious strategic plan to double net voluntary income over 5 years including significant investment in DRTV, door-to-door/street fundraising and raffles.
• Successfully proposed business case to trustees to invest £0.8m extra in direct marketing for FY 2009/10 at the height of UK recession.
• Delivered net income budgets 30% ahead of target in both 2008/09 and 2009/10, exceeding growth targets set down in 5-year plan.
• Active and influential member of Fundraising Management Team and Corporate Leadership Group – instrumental in improving fundraising/web team relations and driving the redevelopment of the fundraising section of the.
• Restructured Supporter Services and Database teams to reduce costs and improve business processes - including outsourcing of high volume gift processing.

London, England, United Kingdom

Managed the production and distribution of supporter magazine (circ 500,000 quarterly) following move to new publisher. 1st edition won Special Commendation at Association of Publishing Agencies' Effectiveness Awards 2008.

• Managed UK Direct Marketing programme, including all supporter recruitment, development and retention activity. Responsible for £5.2m income and £1.8m expenditure budget (2007). Led team of 5.
• Produced and achieved ambitious annual marketing plans and budgets to reach financial objectives using direct mail, email, digital advertising (display, search & affiliates), DRTV, press advertising and telemarketing.
• Achieved culture change within WSPA by building strong relationships with campaigning staff, improving perception and support for fundraising.
• Launching online marketing and recruiting 10k new supporters during the first year, reaching a new younger demographic and creating a sector leading and award winning campaign (IOF Awards 2008 – Best Use of Emedia).
• Successfully sold in to trustees the business case for significant out-of-budget investment in online marketing activity, maximising the potential of this channel.
• Integrated campaigning actions into direct marketing programme, achieving significant results including the revision of Taiwan’s slaughterhouse laws.

Certificate In Applied Marketing Analytics, Data Analytics, Distinction

Bachelor Of Business Administration - Bba, 2:1