# Best use of e-media

- Link: https://fundraising.co.uk/2011/06/16/best-use-emedia/
- Published: 2011-06-16T12:27:52+01:00
- Author: Howard Lake

Best use of e-media

 

For the campaign that demonstrates the best use of either one single form of e-media
fundraising or the successful application of a range of techniques.

## Advertisement

 

The shortlisted entries in alphabetical order are

 

Crisis

 

Diabetes UK

 

Shelter

 

**Crisis**

 

Crisis Christmas Cracker

 

This appeal aimed to raise £650,000 for Crisis at Christmas 2010, recruit 80 companies,
for 10,000 e-cards to be sent and achieve an RoI of 7:1. It was run in partnership
with the FT and asked companies to donate to Crisis instead of sending Christmas
cards. The concept for the card was a ‘Crisis Christmas Cracker’ which involved 
an A-list comedian popping out of a cracker delivered to the recipient’s inbox and
telling the joke in video format. Comedians included Alan Car, Rufus Hound, Russell
Kane, League of Gentlemen and Hattie Hayridge. This would not have been possible
through any other media. The card raised £652,000 with an RoI of 8.7, saw a retention
of 81% and two more companies than forecast joining in. Almost 21,500 e-cards were
sent. This raised invaluable awareness at Christmas time.

 

**Diabetes UK**

 

Diabetes Challenge

 

The key feature of the Diabetes Challenge website is its integration with social
media. This was chosen because of its ability to take fundraising news, whether 
as words, image or video, and make that news viral, meaning word of Diabetes UK 
fundraising activity travels fast and reaches large numbers of new audiences. Anyone
interested in raising money for Diabetes UK is encouraged to set themselves,s a 
friend or family member a challenge, which can be absolutely anything. Supporters
create their own online profile, set and accept challenges, receive donations and
monitor their fundraising progress. These can all be shared on social networking
sites such as Twitter, MySpace, Flickr and Facebook. In one year 642 challenges 
had been set up bringing in a combined income of £421,709. Core development costs
were covered in six months.

 

**Shelter**

 

Shelter’s Christmas Online Campaign

 

This campaign consists of dynamic, interactive products to drive engaging content
to the donate page. The direct marketing team created a campaign to drive online
donations direct to the website and donations through online seasonal online products
which drives engagement. Different online channels were used to drive traffic to
the sites. The objectives were to increase donations by 30%, compared to the same
period in 2009 and improve RoI by 10%. Festify is a Facebook app that downloads 
the supporter’s Facebook profile picture and allows them to add festive images. 
Santacam gives supporters a chance to make a child’s Christmas magical with a personalised
video message from Santa. Ecards are also available. The campaign exceeded all expectations
and saw a 49% increase in overall donations and an improvement in RoI by 33%. 81%
of donors signed up to Gift Aid.