RNIB online donor acquisition

The RNIB was keen to make its first foray into online fundraising, to begin testing propositions, treatments and media to provide learning and benchmarks to form the basis of a new donor acquisition programme.

We designed a series of display ads, to run across a number of media properties and placements. These were based on one of RNIB’s traditional ‘banker’ fundraising propositions – talking books for children – to enable comparisons to be drawn between offline activity and help RNIB integrate new donors onto its donor development programme.

Two executions are currently being split tested. One uses a video, the other employs very simple animation over a photograph. Though running in flash, each ad has been designed for maximum accessibility and can be read using a screen-reader.

Tags: accessibility, digital, donor acquisition, donor recruitment, Fundraising, online, web