# Whitewater relaunches website as a blog

- Link: https://fundraising.co.uk/2006/09/21/whitewater-relaunches-website-blog/
- Published: 2006-09-21T23:00:00+01:00
- Author: Howard Lake

**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”.

## Advertisement

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.”

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