Successful online partnership between Mencap and AOL
Howard Lake | 24 January 2003 | News
A link on the AOL Web site increased traffic to the Mencap Web site by 17% during its Do You Understand? campaign in 2002, demonstrating just how important online partnerships are for charities.
The online campaign was launched by Radio One DJ Jo Whiley to challenge popular misconceptions about learning disabilities. AOL members in the UK were able to increase their understanding of what it is like to have a learning disability by following a link from the AOL Research and Learn channel to Mencap’s interactive online questionnaire, Do You Understand? at www.doyouunderstand.co.uk.
The viral element of the campaign began in April 2002 with a budget of £10,000 and the offer of pro bono work by Countrywide Porter Novelli and the netcompany. Employees of both companies were encouraged to send the questionnaire to friends. The AOL link to the site was then published on its Research and Learn and Teachers and Parents sections.
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Traffic to the site rose by 17% as a result of these activities. Unfortunately, Mary Sweeting, head of media relations at Mencap, told PR Week that “the charity lacks the funds to specifically measure the extent to which Do you Understand? increased public awareness. Nevertheless, 2,000 people supplied their names and e-mail addresses on the site.
Rachel Engel, community investment manager for AOL UK, said: “With more than two million members, AOL is great for raising awareness of important issues and we believe that charities are beginning to recognise the role that online partnerships can play in their campaigns. Our relationship with Mencap meant that we could educate our members about this important issue and drive traffic to the Do You Understand? Web site.”
Jo Whiley, who has a sister with a learning disability, said: “A lot of the daily problems that people with a learning disability face, such as bullying and discrimination, boil down to other people’s attitudes. One thing that really bugs me is when I hear people using the word spastic – I hate it! I mean, how ignorant is that? It’s about time people faced up to their prejudices about disability and learnt the real facts.”
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.