Digital Campaign of the Week: Cancer Research UK

Real-life stories on an interactive map of Britain explain to donors how their cash is spent

CRUK: www.seewhereyourmoneygoes.org.uk
CRUK: www.seewhereyourmoneygoes.org.uk

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.

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.

 

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +

Latest Jobs

RSS Feed

Third Sector Insight

Sponsored webcasts, surveys and expert reports from Third Sector partners

Markel

Expert Hub

Insurance advice from Markel

Cyber and data security - how prepared is your charity?

With a 35 per cent rise in instances of data breaches in Q2 and Q3 last year, charities must take cyber security seriously

Third Sector Logo

Get our bulletins. Read more articles. Join a growing community of Third Sector professionals

Register now