Digital Champion of the Year – Hannah Mudge, The Leprosy Mission
Who is she?
Hannah Mudge, digital innovation manager at The Leprosy Mission (TLM), joined the charity in 2011 and worked as the sole digital lead until 2019, when a creative content producer was employed.
What did she do?
TLM's outdated website was not attracting new audiences. When lockdown hit, Mudge understood that TLM needed to take its digital offering to the next level. Church services, a key revenue stream, could not take place, so regional fundraising managers moved into the digital world, recording sermons and delivering talks via Zoom. A series of audio devotionals, featuring positive and encouraging messages, was produced to help supporters struggling with lockdown.
A peer-to-peer fundraising tool, the Virtual Collection Box, was built for supporters to use for sponsored challenges or church and community group collections. Mudge’s small team worked with overseas colleagues to source content for the charity’s new website, which launched in May 2020.
Mudge also led human Resources, Data and Programmes staff to digitise numerous processes in the UK and overseas. HR processes, for example, moved from being paper-based to an online system, and an online Trustee area was created to share board papers and reports.
Why did she win?
Mudge’s activity resulted in 1,400 new online donors in 2020, and 3,034 new online donors to date in 2021. Virtual meetings meant that regional fundraising managers could speak to groups of churches at the same time, reaching greater numbers than ever before. About 111,682 people attended 280 virtual meetings, resulting in 1,150 new donors. There were 5,700 views of online church services and 7,800 views of online devotionals on YouTube.
The charity’s first major Facebook acquisition campaign generated 7,000 new leads and 400 new donors.
What did the judges say?
The judges praised Mudge’s dedication. “Such impressive results from Hannah,” said one. “Great to see that level of innovation, proactiveness and creativity – our sector needs more Hannahs!”
- Claire Sundin, Embracing Arts
- Daniel Larcey, Diabetes UK
- Vicky Reeves, WPNC