NPadvisors reports successful microsite campaign for World Refugee Day
Howard Lake | 20 June 2005 | News
US online fundraising agency NPadvisors.com reports that the microsite it build for USA for UNHCR to promote World Refugee Day has proved successful in terms of actions generated and income.
Writing in his e-fund news, NPadvisors’ Rick Christ offers a brief case study of the microsite that his agency built for USA for UNHCR. He shares it as “an example of a site you could build for a special event or campaign.”
The microsite’s campaign combined “tracking, use of special landing pages, and maximizing a calendar event to draw attention to your organisation’s issues”.
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The microsite was located at worldrefugeeday.us, a domain name specially registered by NPadvisors. Built from a design specified by USA for UNHCR, it was created using NPadvisors’ content management system.
According to Christ, in the first few weeks of the site’s existence, it generated hundreds of ‘Refuge-Ecards’, which featured artwork from the nonprofit’s student poster contest, together with hundreds of new “Thank You” messages to aid workers. In addition the site raised “thousands of dollars in donations”. NPadvisors are also tracking the gifts that are made on the nonprofits’ main site that resulted from a link from the microsite.
To generate awareness of the campaign, NPadvisors launched a keyword pay-per-click text campaign. Christ adds that “these terms are occupying the coveted top position in Google and the click through rates have averaged 3.7%!”
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.