Whitewater relaunches website as a blog
Howard Lake | 21 September 2006 | News
Direct marketing agency Whitewater has embraced blogging by relaunching its corporate website as a blog, and “inviting professional fundraisers to get closer to our thinking and join us in pushing forwards the boundaries of our fundraising.”
Using open source blogging software Moveable Type, Whitewater’s website offers all the usual information about its services and clients, plus news updates and comment from a variety of its staff. All of them are accompanied by a stylish photo of the staff member.
The agency’s move to a blog-based site, apart from encouraging more interaction from clients and potential clients, grew out of its series of unusual full-page adverts in Professional Fundraising magazine. These stood out from other adverts because they were simply an opportunity for the Whitewater team to “share what’s on their minds”.
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In number 30 in the series of adverts Whitewater Managing Director Steve Andrews explained: “that is essentially what our new website is: a beautiful, informative, interactive and deeply personal… blog”.
He encouraged charities to use blogging to communicate with supporters and the wider public. It is a “powerful opportunity to engage with your donors”, he argued.
He explained that “the Baby Boomers… want to get close to the work they’re supporting and they’re more likely to trust the voice of the nurse on the frontline than the formal, brand-policied, corporate version. And blogging is the way to give that nurse that voice.”
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.