Feb 26 2025 42 mins 1
In this episode of Confessions, Jess and Cindy chat with Caroline Danks, a UK-based fundraising consultant who runs Lark Owl with her partner. Caroline shares her journey from traditional consulting to developing multiple revenue streams, most recently transitioning her email newsletter to a monetized Substack publication called The Nest Egg.
Caroline discusses how she began as a freelancer in 2016 after being made redundant, then discovered the potential of online business beyond selling time for money. After initially creating and selling online courses for several years, she faced email deliverability challenges in 2023 that prompted her to rethink her business model. This led her to Substack, where she now monetizes her weekly newsletter directly, charging £6/month or £60/year.
Caroline shares her marketing strategy, focusing on LinkedIn for discovery, Substack's recommendation feature for cross-promotion with other writers, and consistently producing high-quality content that people naturally share. She also discusses her decision to retire her online courses and workshops in favor of a simpler business model that prioritizes what she truly enjoys.
Key Takeaways:
- Monetize What You Already Love Doing: Caroline found success by turning her passion for writing emails—something she was already doing weekly—into a revenue stream. As she puts it, "there's a simplicity in being able to monetize a thing that you would be doing anyway and a thing that you probably would do if nobody paid you for it because you love it so much."
- Quality Content Is Your Best Marketing Tool: Caroline emphasizes that creating genuinely valuable content is central to her strategy. Each piece helps her clarify her own thinking on important topics while providing tactical advice to readers, which naturally encourages sharing and word-of-mouth growth.
- Simplify for Sustainability: By retiring her online courses and reducing workshops and affiliate marketing, Caroline created a more streamlined business model that reduces overwhelm and focuses on her strengths. This intentional simplification helps maintain quality while preventing burnout.
- Alternative Revenue Models Require Patience: Caroline is transparent about the "slow burn" nature of subscription models, noting that a low-cost product requires higher volume to be significant financially. She's comfortable with this gradual growth because it aligns with her lifestyle needs and desire for business simplicity.
- There's Power in a Weekly Commitment: For five years, Caroline has consistently published content every Tuesday at 10am without fail (except for planned breaks in August and December). This consistency has been crucial to building trust and a loyal audience that's willing to pay for her expertise
Find Us Online: https://www.confessionswithjessandcindy.com
Connect with Caroline:
- LinkedIn: Caroline Danks: https://uk.linkedin.com/in/caroline-danks-ab54b921
- Substack: The Nest Egg: https://larkowl.uk/newsletter/
Connect with Cindy:
Cindy Wagman Coaching: cindywagman.com
Fractional Fundraising Network: fractionalfundraising.co/
LinkedIn: ca.linkedin.com/in/cindywagman
Connect with Jess:
Out In the Boons: outintheboons.me
