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Peta Walmsley

Senior International Fundraising Consultant at Daryl Upsall International

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us****@****om

(386) 825-5501

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Huw Bradley

I have worked with Peta on a number of DRTV projects, and her existing knowledge of telemarketing and meticulous attention to detail in campaign management, combined with her extremely personable nature has always made working with her a pleasure. Peta’s passion for Sense is always evident, whether planning a project or training our fundraisers, and this in turn has inspired the best results possible.

Elaine Lee

Peta is passionate about getting things done and doing things well. She has amazing energy and focus and is clear in her briefings and feedback which is really always helpful. In addition she is great fun to work with.

Maggie Korde

Whilst working with Peta I found her to be one of the most efficient, personable and professional members of the Direct Marketing Team at SI. She is proactive in her work and always two steps ahead of what needs to happen in any given situation. She keeps colleagues informed of her progress on her various projects and brings others together effectively to work towards shared goals. Her attitude is positive, patient and she leads by example.

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Experience

Daryl Upsall International

Spain
Business Consulting and Services
1 - 100 Employee

Senior International Fundraising Consultant
- Jan 2023 - Present

Pluto creates here ltd

United Kingdom
Advertising Services

Strategy Consultant
- Jul 2022 - Present
Strategist | Supporter Engagement | Growth marketing | CRM marketing | Content and brand strategies | Individual Giving | Revenue Marketing | I'm an experienced fundraising and marketing strategist with over 15 years experience working with large UK and International charities. I specialise in public and individual engagement strategies and have been successful at designing winning campaigns and funding strategies across a range of funding streams and international markets. I excel at processing complex information and finding the insights that matter. I'm fascinated by people, especially on issues that matter to them, especially when it comes to purchasing and giving. Key areas of the consultancy focus are: • Crafting and delivering integrated marketing, performance and supporter engagement strategies • Audience-focused design processes/ user journey mapping • Production of compelling content strategies for a range of growth campaigns • Management of digital infrastructure – including CRM, monitoring tools and channels • Business operating model review for market viability • Major donor and HNWI strategy development • Translating strategic vision into operational and tangible actions through data-driven insights delivering measurable and sustainable outcomes • Improving and growing fundraising programmes and understanding the potential for raising funds in new and current markets • Development of regional and national funding strategies with global stakeholders. Show less

Brooke, Action For Working Horses and Donkeys

United Kingdom
Non-profit Organizations
100 - 200 Employee

Head of Supporter Engagement
- May 2021 - Sep 2022
• Spearheading the strategic leadership across all areas of Supporter Engagement including acquisition and retention, insights, trading and journey optimisation. Leading a high performing team of 12, with 4 direct reports. • Responsible for departmental P&L forecasting. Delivering an income of +7m with a budget of +2.9m • Leading the development and optimisation of the digital platforms, growth strategy, brand loyalty and data insights. • Creation and delivery of new supporter acquisition, onboarding and retention fundraising strategies for the interest, consideration and loyalty stages of the supporter funnel, and testing digital marketing, video, and regular giving. • Delivery of ongoing market and results analysis, setting non-financial and financial definitions and KPIs, interpreting patterns and trends to identify opportunities for investment. • Collaborating closely with Ad Agencies, Product & Programmes Teams to create innovative campaigns. • Grant and major donor programme management Key Achievements: • Sponsorship of the Audience Project which has been critical in establishing key audiences and their headroom for growth, which has underpinned the FundComms 5-year strategy - including development and delivery of a new cyclical qualitative supporter research programme and introduction of a supporter panel to ensure that audience insight and data remains at the heart of programmatic decision making. • Successfully delivered a 5% income growth ahead of original budget unrestricted income above for 21/22 (additional to the unplanned emergency income). • Delivered two global emergency appeals within first five months in post raised over 64% of target income, played a key role in establishing governance, and worked with critical global teams to enable roll out of mass emergency appeals. • Established a foundation for Brooke’s first public mobilisation strategy in collaboration with Communications team, External Affairs and Country partners. Show less

ActionAid

Non-profit Organizations
700 & Above Employee

Deputy Director of Individual Giving
- Jan 2019 - May 2021
• Accountable for the strategic leadership of the Individual Giving programme generating £30m annually within a £7m expenditure budget. • Responsible for department P&L; including quarterly forecasts and monitoring of revenue projection goals • Led and motivated an ambitious, high performing team of 19, with 4 direct reports, ensuring each department Head has been equipped with the correct tools and are empowered to succeed. • Active department lead within the UK Leadership team and the Fundraising Leadership teams. • Fostered and nurtured key relationships within the organisation and Federation to ensure the Individual Giving strategy was integrated and championed at all levels, within all teams both in the UK and globally. • Responsible for the ongoing optimisation and successful delivery of ActionAid’s mass revenue and fundraising approach to humanitarian emergencies. • Spearheaded the delivery of cross-organisational projects as project sponsor and sought out new ways of working for the greatest benefit across teams and departments. • Displayed leadership support for the Events and Community team of five, for 12 months in the absence of a Deputy Director for the department. Key Achievements: • Successfully developed and embedded an Individual Giving strategy, providing a framework to successfully build a more secure funding base, with demonstrable growth in net income and supporter base between 2019 and 2020. • Introduced a suite of new systems and tools to optimise long term value of the programme and baked in processes that enable all areas of the organisation to evaluate the programme effectively and transparently. • Built a strong, high performing and collaborative team culture in line with feminist principles; creating room and capacity for rapid innovation and collaboration as well as embedded a team who are curious about new possibilities and who never sacrifice long-term value for short-term results. Show less

Action on Hearing Loss

United Kingdom
Non-profit Organizations
200 - 300 Employee

Senior Direct Marketing Manager
- Jun 2015 - Dec 2018
• Development of the Individual Giving strategy focusing on long term growth to support maximised income and supporter growth. This covered existing supporters, in-memorandum, and legacy as well as the recruitment of new supporters. • Key representative in department to ensure all activity was compliant with changing policy and regulation. Key Achievements: • Championed the development and roll out of Action on Hearing Loss’s first DRTV programme– including implementation of the acquisition and stewardship strategy and developed key 10-year profitability analysis tools. The programme generated 50,000 responders and yielded 1.45 ROI over 6 years. • Developed a nursery programme for the 0-24 month donors from new product channels - project lead on development of product brand guidelines, creative content and rolling data programme to support its omni-channel integration. • Spearheaded the development and launch of a new subscription product for acquisition activity and development of ongoing offline stewardship journey. The product was forecast to make £865k net profit after 6 years with the 16-17 investment projected to return 1.5 ROI in 5 year. • Successfully implemented and refined a series of processes that ensured effective reporting and reconciliation to support the programme. Show less