Unleashing the power of paid social - RNIB
Who is RNIB?
The Royal National Institute of Blind People (RNIB) is a UK charity that helps people who are blind or partially sighted. It offers practical and emotional support, and campaigns for greater accessibility for those living with sight loss.
The Challenge
In an ever-competitive charity market, the RNIB wanted to find new and innovative ways to reach a new audience of donors. This involved growing its brand reach online and driving potential donors towards various donation streams, such as individual giving, fundraising and its online shop.
The Solution
Across numerous stints during 2023 and 2024, I worked as a cog in the RNIB social media team. My role focused on holding accountability for all paid social media activity and acting as a trusted digital marketing advisor across several in-house teams. Within this role I was able to:
Identify and engage new audiences to take part in RNIB's fundraising events
Enable new approaches to advertising creatives for the RNIB Shop and its legacies offer
Revitalise the organisation's approach to social media reporting and campaign analysis
Find opportunities to expand RNIB's brand both online and offline
The impact…
250%
growth in social media ROI for RNIB’s Online Shop
400%
month-on-month growth in leads for the charity’s legacy offer
93%
more registrations for Christmas Stamps Appeal campaign than originally targeted