Digital Campaign of the Week: Diabetes UK, the charity's own fundraising sponsorship site, allows supporters to raise cash with even modest challenges

What is it?

Diabetes UK's own fundraising sponsorship site, created to help celebrate the charity's 75th birthday.

How does it work?

The site operates in the same way as commercial sites such as Justgiving and Bmycharity, but with a difference; as well as the usual challenge events, supporters can raise funds with small sponsored challenges, such as achieving weight loss goals or promises to read books.

How was it created?

In partnership with digital agency Chameleon Net after a brainstorming session, says digital media manager Amanda Neylon. "We asked for ideas for online fundraising that hadn't been done before, and this is what we came up with," she says.

How will it be promoted?

The site ‘soft-launched' in mid-September and has raised £800 so far. A wider promotional campaign will break next week with targeted advertising on Facebook. Social networking sites and the charity's own website will also be used to promote the site.

Diabetes UK plans a second promotion for January 2010 with the theme of new year resolutions.

How much did it cost?

£40,000. "We expect to make the cash back easily," says Neylon. "Our branding can get disjointed on sites such as Justgiving, but our own site gives us a branded presence and a 360-degree view of what our supporters are doing."

Neylon says the charity won't be discouraging supporters from using mainstream fundraising sites if that's what they prefer to use.

Third Sector's verdict

A simple, straightforward and attractive offer to supporters.

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