Digital Campaign of the Week: Cancer Research UK

The charity's relaunched Give in Celebration site lets supporters create personalised pages to encourage friends and family to donate

Cancer Research UK's Give in Celebration
Cancer Research UK's Give in Celebration

What is it?

A site for people who would like birthday, wedding or other celebratory gifts to be given to CRUK, rather than or in addition to gifts for themselves.

How does it work?

The site allows supporters to create celebration pages, which then display messages from friends and family and a fundraising total. Downloadable tools such as paper collection boxes and pre-printed donation forms help people fundraise on the day of their event.

The site was first built five years ago. CRUK revamped it in June by offering supporters new features such as customisable pages, an increased capacity for photographs to be added and the ability to promote finished pages on social networking sites.

"The web has moved on since we first built the site," says Emma Gilbert, head of fundraising products. "We wanted to reflect that and make it easier for people to raise money."

How is it being promoted?

By email to CRUK's existing supporters and donors.

Third Sector's verdict:

Simple to navigate with straightforward instructions and lots of examples, which make the site welcoming even to users who are new to social networking. The site looks a little like Facebook, and its ability to link messages to the social networking site via Facebook Connect means donation requests can be sent directly to friends.

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