Ashley Mays

Responsible for implementing and driving forward a progressive individual giving and philanthropy strategy across multiple channels comprising of direct marketing (digital and print), face-to-face, telemarketing, regular giving, trust and foundations, major donors, and gifts in Will. The role is focused on building maximum income from individuals, growing the number of individual supporters we have, increasing retention and financial value to ensure we can sustainably deliver great wishes. Moreover, I am responsible for enhancing the experience for donors through discovering the nuances of the various segments within our donor base and making appropriate recommendations to evolve our value proposition to our customers, designing solutions that deliver breakthrough growth and impact.

• Developed and executed a donor strategy across multiple channels to deliver cash donor fundraising and supporter growth for mass, mid-level and major donors.
• Developed and implement integrated donor stewardship and retention strategies to build supporter engagement and retention across other giving channels at Make-A-Wish.
• Currently driving forward marketing technologies and capitalising on digital marketing benchmarks (primarily focused on OLC; online lead conversion)
• Responsible for overall annual budget for the portfolio completing periodic forecasts and variance reports as required.
• Management of external partners to meets our business needs and meets acquisition and retention targets.
• I work closely with the Marketing, Digital & Engagement and Data teams to develop and deliver regular data insight presentations on individual givers, including benchmarks, campaign KPI's and leveraged insights to improve performance.
• Ensure the collaborative and effective use of content including a continual focus on effective storytelling and ensuring supporters are updated on story impact and outcome according to respective segment. For example responsible for developing proposals and high impact reports appropriate to mid-level and major level donors.
• Relationship manager for all proposed, active and lapsed major donors. Developed a communications plan to maximise philanthropic opportunity across the portfolio.

In the role as Retention Marketing Executive at Tearfund I planned and delivered supporter facing activities to increase retention and lifetime value of individuals. Tearfund UK has 50,000 regular supporters on their database. My role was to deliver stewardship updates via Tear Times and World of Difference publications. I was the point of contact for the annual supporter loyalty survey and focused on performance monitoring the engagement of the products across mass, mid-level and major segments.

• Increased brand awareness by developing and implementing innovative marketing campaigns.
• Boosted lead generation with targeted email marketing strategies and social media advertising.
• Enhanced customer engagement through the creation of compelling content for website, blog, and social media platforms.
• Developed strong relationships with key industry influencers, leading to increased brand exposure and partnership opportunities.
• Analyzed market trends to identify new opportunities for growth, driving the expansion into untapped markets.
• Executed influencer marketing strategies that led to stronger brand credibility and endorsement from trusted sources.
• Implemented robust analytics tools to monitor campaign performance and make data-driven decisions on future initiatives.
• Increased customer loyalty through the development of tailored loyalty programs and personalized marketing efforts.
• Optimized conversion rates via A/B testing of landing pages, ad copy, and other digital assets.
• Collaborated closely with teams to ensure alignment between promotional activities and revenue goals.
• Completed and submitted monthly reports to support executive decision making.
• Analyzed consumer usage patterns to identify trends and target key demographics.
• Managed workflow between staff, coordinating documents and creative material distribution.
• Maintained reporting and developed actionable insights to continually improve branding efforts.
• Identified industry benchmarks to measure success of key digital strategy areas.
• Preserved brand integrity by monitoring consistency and quality of marketing content.
• Developed innovative and targeted collateral to support overall branding objectives.
• Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
• Coordinated with design and media teams to develop high-quality creative assets.

In this new role for IJM UK I led IJM's work to increase engagement and income from mass and mid-level donors. By utilising fundraising and communications benchmarking I worked to maximise income by ensuring our communications inspired action. I led on both acquisition and retention of supporters facilitating fundraising appeals, email communications and strategy as well as building IJM's Freedom Partner program. Focused on building an impactful supporter experience.

• Developed a multi-year strategy to significantly grow support for IJM UK's mass audiences.
• Responsible for achieving mass income targets and KPI's
• Management of Salesforce CRM to ensure communication preferences were up to GDPR standards and to track donor engagement
• Delivery of impactful supporter journeys to lead donors to deepen their engagement with IJM UK
• Trained to use Salesforce Marketing Cloud to deliver automated journeys and single send emails
• Worked to deliver innovative, insight driven communications pushing IJM UK to reach new audiences
• Designed and led all multi-channel acquisition campaigns
• Engaged in social listening to develop supporter focused communications across segments
• Built influencer engagement to support initiatives. Engaged British Bake Off's Martha Collison to host IJM's 25th Birthday Celebration Freedom Partner event with Anita Budu from IJM Ghana.
• Created opportunity for broader avenues for supporters to donate to IJM; corporate and workplace giving, legacy giving and peer to peer initiatives.
• Collaborated with other charities (Compassion UK and Tearfund UK) to create an innovative fundraising product during the FIFA world cup called; Justice United.
• Line management of Supporter Care specialist.

• Developed mass level supporter journeys for existing supporters and drove acquisition of new supporters through appeals and campaigns
• Created a bespoke event for IJM's Freedom Partners with 2021 MasterChef Winner, Justin Narayan. Engaging Major Donors through bespoke pre-event offering and explored how to maximise relationship with Justin using IJM's influencer strategy.
• Managed IJM's website
• Led on creative assets designed for IJM's benefit dinner working with Cadence in consideration with Philanthropy manager
• Coordinated communications across all integrated marketing channels (DM, social media and email marketing)
• Engaged and managed influencer relationships to widen IJM's Christmas Campaign to mass audiences (Tess Guinery, Blacklist Studios)
• Facilitated delivery of post campaign analysis to executive team to assess results of campaigns

• Management position of 6 x full time staff members representing 6 campuses across NSW and 8-10 programs and services
• Recruited and coordinated a team of 1,000+ volunteers to help with capital campaigns (Christmas, Easter, Sisterhood)
• Key contact for all corporate and community level partners including; other NFPs and key community groups such as Rotary NSW, Salvation Army, NSW police.

• Managed a team of 5 full time staff members including ensuring administration and fulfillment of government contracted service agreements
• Enhanced program efficiency by streamlining processes and implementing innovative solutions.
• Developed effective communication strategies for improved collaboration among team members, resulting in increased productivity.
• Managed budgets and resources for successful execution of multiple programs simultaneously.
• Coordinated cross-functional teams to ensure timely completion of program deliverables, maintaining project schedules and meeting objectives.
• Host National Youth Advocacy Campaigns
• Public speaker at youth events with over 1,000 people in attendance.

• Co-creator and global project manager of The String Movement anti-bullying program
• Facilitated new relationships with key corporate partners to boost engagement of program such as the NRL.
• Led a nation wide tour to promote bullying alongside influential NRL players
• Spokesperson for campaign at Australia/NZ anti-bullying conference (invited as key note speaker)
• Creative director for all marketing journeys
• Facilitated interviews with TV Networks (Channel 7) to promote campaign to mass audiences

Responsible for recruiting partners and supporters for ACC's National Publication to Pastor's and Leaders (375,000 subscribers). Role included; copywriting, editing, relationship management, event management.

Innovatively created an exhibition space for exhibitors to advertise their products to pastors and leaders at the ACC National Conference. The space was used as a reference point for church conferences beyond the event due to its innovative look and feel.

• Enhanced brand visibility by securing high-profile sponsorships for various events and campaigns.
• Streamlined sponsorship processes for efficient management and improved communication with potential sponsors.
• Negotiated favourable terms with sponsors, resulting in mutually beneficial agreements and long-term partnerships.
• Coordinated cross-functional teams to ensure seamless execution of sponsorship deliverables and commitments.
• Strategist for sponsorship structure for the conference across various segments and opportunities.
• Partnered with key charities and Christian orgs who exhibited in the space such as; Koorong, Compassion and Procson Pulpits as an example.