Client
Project Overview
BeKind Movement is a UK-based charity movement focused on emotional intelligence and kindness in children. As Head of Marketing (voluntary), I rebuilt their digital foundation, positioning the brand for greater visibility, donor trust, and volunteer growth.
My work included strategy, storytelling campaigns, and systems to support long-term community engagement.
Problem
Most grassroots charities face critical constraints:
- Reliance on inconsistent outreach and manual processes
- Poor donor retention and unclear communication journeys
- Lack of SEO or visibility despite high-impact campaigns
BeKind had the heart — but needed a digital backbone to grow its reach and deepen its impact.
Process & Systems
I deI built an engagement-driven marketing ecosystem aligned with nonprofit values:
- Multi-Channel Marketing System: Created an email + social media flow to share campaigns, wins, and calls to action
- Donor Retention CRM: Designed automated sequences for post-donation follow-ups, gratitude messages, and updates
- Volunteer Funnel: Used landing pages and storytelling content to convert interest into action (sign-ups, event RSVPs)
- SEO Optimization: Revamped site structure, titles, and blog keywords to improve organic reach
- Digital Trust Layer: Structured content around stories, stats, and supporter highlights to build belief pre-donation
The goal: engineer trust before ask.
Outcome
- Increased volunteer sign-ups by 40% within 60 days
- Improved search visibility and click-throughs via basic SEO enhancements
- Reduced friction for donation journeys and follow-ups
- Gave BeKind a long-term digital growth asset without ongoing spend
Tools
- ConvertKit (email automation)
- WordPress (site management + SEO)
- Trello (campaign planning)
- Canva
Reflection
This project reminded me that growth isn’t just a commercial pursuit — it’s a service mindset.
Systemizing compassion doesn’t reduce its power — it amplifies it. I built the backend once, and the movement keeps growing without needing a big team or expensive tech.
This same structure could be applied to dozens of grassroots orgs — allowing them to grow without compromising on values.