The International Fund for Animal Welfare (IFAW)
A Global NGO Operating On Five Continents
Transforming and future-proofing a 50-year-old global organization.
SERVICES
→ Brand Development
→ Digital Strategy
→ Marketing & Growth Strategy
→ Talent & Resource Design
→ Agency Consultation
The Ask
The International Fund for Animal Welfare (IFAW) was about to turn 50. Although the organization had strong recognition in Europe and other parts of the world, their brand awareness in the United States was minimal leading to unmet fundraising targets. Further, ways of working from years’ past were no longer delivering positive results and significant changes needed to happen in order for IFAW to stay competitive in the animal welfare and conservation space.
The Result
Knowing that transformational change was necessary for the ongoing success of the organization, the CEO set forth a vision to evolve the organization’s brand globally, thereby changing the way the organization expressed itself across all its channels and, ultimately these decisions helped to diversify how IFAW represented itself to governing bodies, partners on the ground and its donor base.
What started out as an internal audit, quickly grew to a strategic plan that SOO was then asked to implement and operationalize. With more than 40 direct reports, SOO directed a realignment of all internal communications and marketing roles, built a digital marketing team from the ground-up and envisioned a new brand that was adopted and rolled out in all markets. As part of this internal and external transformation, SOO rebranded the 50-year-old organization and built a brand new, 10-instance website in five languages on a custom-built CMS. Further, all critical marketing technologies (email, CMS, DAM, and Compliance) were upgraded.
As embedded global leads for the International Fund for Animal Welfare (IFAW), SOO transformed the brand, communications and digital marketing functions across 17 offices in 40 markets – and, in less than two and a half years. As of January 2020, the organization’s online fundraising goals had grown 200% in less than 6 months.
