Campaign microsite

Challenge

Every year, the humanitarian charity British Red Cross holds a fundraising campaign involving thousands of its staff, volunteers and supporters. For British Red Cross Week 2011, the organisation wanted to engage its core audience and also reach out to as many new people and corporate champions as possible. They came to Consider for a campaign microsite which would help them generate £1 million in donations.

Solution

British Red Cross Week is based on hundreds of local fundraising events taking place across the UK, from cake sales to street collections. We established that the microsite needed to pull information about all these activities into one place and make it simple for people to sign-up, get involved and donate.

So we created a website on the back of a content management system which gave the client full control over their content. They were able to update people about local events as they were set up while also promoting awareness of British Red Cross Week.

“We ensured that content was easy to share, so that users could spread the word about events,” says Consider’s Digital Director Ben Leeves. “It was simple for people to email the site to their friends. And we made it convenient for them to post favourite content to social media sites such as Facebook.”

We integrated a Google Maps widget into the site, so people could see at-a-glance what was happening in their local area. This was also an effective way for the client to keep track of the spread of activities.

Finally, we developed a look and feel for the site which was familiar, playful and accessible and supported the idea of community.

Results

Our microsite was so successful it continued to clock up donations beyond the end of the campaign. The magic £1 million target was easily achieved.

Get the detail

Find out more about British Red Cross Week

See what our own Ben Leeves did for the charity