Heather Shelby Email & Phone Number

Washington , D.C., Us

• Directed in-depth analysis of digital channels, guiding strategic realignment in accordance with digital trends to build brand awareness & audience development, achieving exceptional YOY results.- 144% increase in net audience growth, 465% increase in impressions, 473% increase in engagement across social channels.- 186% increase in advocacy click rates, 150% increase in fundraising click rates, 24% drop in unsubscribes, 35% increase in donors and a 413% increase in total raised over email.- Doubled web traffic through SEO optimization and improved use of Google Analytics.• Streamlined p2p text script writing process, resulting in 72% increase in replies. • Introduced social listening, delivering weekly reports to campaign teams monitoring retail associates’ digital conversations surrounding UFR’s issues & campaigns.• Diversified fundraising tactics. Launched online store (integrated with CRM) to acquire Millennial and Gen Z donors, and a planned giving program that generated nearly $1 million in bequests from low-wage workers.

Denver, Colorado, Us

•Led a Digital Advocacy Team in leveraging email, websites, social media, p2p texting, digital ads, & storytelling. •Achieved 360% YOY increase in advocacy messages delivered to targets in the first 10 months (with 32.53% personalized) and a 482% increase in phone calls to advocacy targets.•Reorganized team structure to be regional, increasing equity in workload while minimizing the need for staffers to work outside normal business hours in respective time zones.•Executed new campaign planning & reporting structures to establish transparent goal setting & feedback processes; cultivating a culture of consistent learning across the team.•Launched Virtual Rallies and Lobby Days that connected thousands of supporters, storytellers and legislative champions via Zoom with a 55% supporter attendance rate.

New York, New York, Us

•One of five recipients (out of 600 staffers) of 2017 EDF Staff Award for Outstanding Achievement.•Selected to serve on the Diversity Equity & Inclusion Council & DEI MarComm Cohort, addressing anti-oppression frameworks within the org and external communications. •Expanded grassroots program to 5 more states, recruiting, training, & mobilizing supporters in high-level activism & storytelling through webinars, in-person boot camps, and local events.•Hosted EDF's first membership national fly-in to stop cuts to EPA's FY19 budget.•Launched a CRM-linked online organizing community to act as digital field organizer and maximize budget; Managed staffer dedicated to online community.•Designed & produced a highly localized 2018 GOTV email campaign for three C3 brands; Ran A/B postcard test to mobilize known non-voting EDF supporters.•Implemented C3 to C4 membership conversion strategy that became the model of the environmental movement, according to coalition leaders.•Orchestrated the digital advocacy platform migration of seven EDF brands from Convio/ Luminate Online to Phone2Action.•Led on tactics that resulted in 160% fundraising revenue increase for Defend Our Future and 50% increase for Moms Clean Air Force over the 2019 fiscal year.

New York, New York, Us

•Initiated EDF's inaugural brand-level offline grassroots program, training & activating IL supporters in efforts key to passing legislation, according to state legislators.•Supervised digital organizing for EDF's email list and those of sister organizations (Moms Clean Air Force and Defend Our Future); managed Advocacy Coordinator in charge of these lists.

New York, New York, Us

•Led digital strategy & digital content development on state & federal, C3 & C4 advocacy campaigns. Wrote & coded all advocacy emails, designed infographics, created videos. Initiated EDF’s use of SMS campaigns. Increased yearly actions taken by 142%.•Developed EDF's first advocacy benchmarks, KPI's, & activist upward engagement strategy.

New York, New York, Us

•Transformed main Facebook page, growing following from 300 to 100,000 followers organically, thereby enhancing engagement rates & elevating brand visibility.•Orchestrated list acquisition initiatives, delivering a 3-year ROI. Implemented EDF's first automated email messaging. Responded to and addressed all email responses from members & activists.

• Oversaw creation and maintenance of Democratic congressional and campaign web sites, email programs, email appends, robo-calls, and tele-town halls• Streamlined sales process by creating standard proposals and brochures explaining these services • Presented at sales meetings• Acted as congressional liaison, regularly interacting with staff and Members of approximately 30 different offices in Congress