In November 2010, the team at Refugee Action contacted us saying that they needed to initiate a strategy to convert supporters into donors.
Research, by fundraising agency Burnett Works, identified that many contacts held on the Refugee Action database belonged to supporters, happy to contribute time or be vocal about refugees, but who were not yet contributing financially.
Further research made it clear that while these people felt that they were proud to ‘get the refugee issue’ and wanted to ‘nail their colours to the mast’, a programme of gradual engagement was required to increase commitment and for supporters to feel their involvement was vital.
We took the initial “Welcome Campaign” concept and developed the further, widening its reach (in turn increasing opportunities for fundraising) planning content, defining interactions and functionality. The campaign launched in February 2011 and is part of an ongoing strategy of supporter engagement.
So, what did we actually do?
- Information Architecture
- Development (bespoke)