Community building, digital activism, and the first fundraising tests in a country without a physical office

World Animal Protection needed to establish a presence in Spain—without a local office—and begin building a supporter base capable of sustaining future advocacy and fundraising efforts. Guaraní led a comprehensive “virtual office” strategy, fully operated by our team, combining community growth, digital activism, strategic communications, and early fundraising experimentation.

In less than a year, we built a community of more than 100,000 activists, driven by highly efficient lead generation campaigns and emotionally resonant narratives focused on animal welfare. We implemented automated email journeys, digital activism tactics (Google reviews, coordinated comment actions, in-person protests), and a content strategy that transformed simple petition signatures into meaningful participation.

We also developed the organisation’s first digital fundraising tests in Spain, identifying the messages, audience segments, and creative approaches with the highest potential for future donor conversion.

This project became WAP’s first successful step in establishing a presence in the country, demonstrating that a well-executed digital strategy can effectively replace —at least in the early stages— the need for a physical office and lay the foundation for sustainable long-