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
