Awards

This award is for the campaign that demonstrates the best use of either one single form of e-media or the successful application of a range of techniques.

In 2006, the winner of this category made a strategic decision to shift all cold direct marketing acquisition into online and digital recruitment. The results outstripped all expectation. In 2007, the charity transformed its new donor profile, recruiting 64.5% of new donors online compared to an industry average of around 15-20%. Online marketing has allowed the charity to tap into a whole host of new demographics. Many donations have been harvested from social networking sites.

The innovation lies not in what the campaign banner ads look like, but in the relationships put in place, a whole programme of affiliation that draws in natural supporters. Detailed analysis of internet response allows the charity to share the risk with networks as well as ensuring targeted advertising inventory. And the results have surpassed the targets: financially, in numbers of recruits, in direct debits and in the email database. It’s an e-mediate success.