Microsite hopes for Salvation Army appeal
Howard Lake | 17 December 2007 | News
The Salvation Army is launching a new appeal to raise £500,000 by Christmas through a new fundraising microsite at www.ChristmasAppeal.org.uk.
Media across all channels has been planned by Trinity Communications. The Salvation Army’s retained online marketing agency, Harvest Digital is working in partnership with Trinity to buy online media, including display, search and affiliate marketing, and integrate it with offline activity.
Harvest is also producing online creative for the campaign, including display advertising, video MPUs, email creatives and the microsite The concept ‘How many smiles can you raise this Christmas’ will feature in online display advertising, alongside a dynamic feed to show how much money has been raised so far.
The online and offline advertising encourages people to visit the microsite and donate. It features a totaliser tree with decorations that will be revealed as more funds are raised and a video of Josh, a homeless child that has benefited from the support of The Salvation Army. The microsite shows how the funds will be used and suggests donations such as £18 to provide two nights bed and breakfast in a shelter.
www.christmasappeal.org.uk
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.