I believe in a supporter needs driven approach to strategy, and value integrated working across organisational teams. Using data-driven insight, I can help you to answer questions such as:

  • What is your proposition or theory of change?
  • What will you ask supporters to do?
  • How will you move supporters to act?
  • What does success look like and how and when will you measure it?

Strategy deliverables may include:

  • Refined objectives & KPIs.
  • Project scope.
  • Defined theory of change, campaign target, advocacy mechanic (petition/email to target/postcard/direct action/PR).
  • Persona profiles.
  • Recommended channels & content.
  • Supporter journey mapping.
  • Internal process design for managing digital comms.
  • Test plan, measurement framework.

Examples of my strategy work:

  • Persona development workshop, supporter journey mapping & measurement framework for national health charities – an advocacy campaign and a lottery product.
  • Internal process design for social media customer service for an energy company.
  • Campaign strategy for dozens of advocacy campaigns for Care2, gaining national media coverage and achieving change for many. Including: anti-upskirting, mothers’ names on marriage certificates, against hostile architecture, against the badger cull & fox hunting, for BHS pensions, public sector pay and for the release of detained LGBT asylum seekers.

Get in touch at to find out my availability.

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