Digital Campaign of the Week: Cancer Research UK
By Helen Barrett, Third Sector Online ON 19 AUGUST 2009
CRUK: www.seewhereyourmoneygoes.org.uk
Real-life stories on an interactive map of Britain explain to donors how their cash is spent
What is it?
An interactive microsite, Seewhereyourmoneygoes.org.uk, that shows cancer survivors, CRUK staff, supporters and scientists spread across a map of the UK. Each explains why they support the charity, talks about the work that donations fund or explains how they survived cancer. Visitors can listen to their stories and make a donation if they wish. It was developed by marketing agency Rapp.
Why a microsite?
Because the approach is a cost-effective way of promoting a campaign, according to Nick Georgiadis, the charity's head of donor development and legacy marketing.
"It was also the best way for supporters and staff from right across the organisation to get involved," he adds.
How is it being promoted?
By email to existing CRUK donors who have supplied an email address, and by postcard, including the URL, to those who haven't.
CRUK is also asking its own staff and supporters to promote the site on social networking sites such as Facebook, by sharing the link with friends.
How will it be evaluated?
Google Analytics will provide information about which of the stories site visitors are most interested in and how many they listen to, says Georgiadis. "We are hoping to learn how much each visitor wants to know," he says.
The charity also plans to also track how the microsite fares on social networking sites.
How much did it cost?
The charity isn't saying, but Georgiadis says he is confident the site will reach its fundraising target.
Third Sector's verdict
An easy-to-use site with clear and unambiguous navigation in the form of "KT", the speaking guide, who is particularly welcoming and friendly.
http://www.thirdsector.co.uk/News/Article/928057/Digital-Campaign-Week-Cancer-Research-UK/
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