Case Study: ABF The Soldiers' Charity

The charity encouraged competition between fundraisers on its website

ABF The Soldiers' Charity
ABF The Soldiers' Charity

Organisation: ABF The Soldiers' Charity
Campaign: The Alliance Trust Cateran Yomp
Agency: Rapidata

ABF The Soldiers' Charity created a website this year to support the registration and fundraising of supporters taking part in its Alliance Trust Cateran Yomp, an endurance hike of 54 miles across Perthshire.

It worked with the donations processing company Rapidata to create the site, which generated a fundraising page for each competitor on registration, linked to those of the other competitors in their team.

To stimulate competition between teams, a leader board was created on the home page showing who had raised the most money.

Steve Oatley, national events executive at the charity, says that the site's fundraising element helped it to build a database of 2,650 new donors.

"The best thing was the integrated registration and fundraising process," Oatley says. "So I didn't have to chase participants to set up their own fundraising pages through other providers."

The site took Rapidata's team an afternoon to set up and cost £1,500. Rapidata then charged a 3 per cent fee on each donation.

The event's 240 participants have raised £225,000 to date, £135,000 through the site. The average online donation was £40; offline it was £25.

EXPERT VIEW

Sam Bone, Copywriter, Meterorite

Sam Bone, copywriter, MeteroriteOnline donation sites litter the web, so the ambition to create a customised site, along with the reasons for doing so, should be applauded. Linking competitors and driving competition are both nice touches - especially as it all happens automatically.

And you can't argue with the results (or development costs). However, after all that trouble, I feel the all-important element of fun has been missed. It's just too functional to ignite some of the old bath-full-of-beans spirit that occurs offline.

EXPERT RATING
Creativity: 1
Delivery: 5
6 out of 10

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