Cancer Research UK
Post Event Microsite
Cancer Research sought our expertise to address the challenge of securing post-event sponsorship for their ‘Race for Life’ campaign. They recognised that securing promised sponsorship from participants was pivotal, as it not only impacted fundraising efforts but also influenced overall goodwill towards the event.
Engaging Journey
To help tackle this we devised a comprehensive campaign strategy. It began with the creation of personalised direct mail pieces, meticulously crafted and distributed to 200,000 participants across the UK. Each mail piece contained a Personalised URL (PURL) tailored to the recipient. Upon accessing the URL, participants were directed to a personalised microsite – offering an immersive and engaging journey tailored to their individual experiences.
The microsite was designed to captivate participants, guiding them through interactive content and compelling narratives related to their Race for Life journey. At the heart of this journey was a clear call-to-action: to fulfil their sponsorship pledges. Through persuasive messaging and intuitive design, we ensured that participants were gently reminded and encouraged to honour their commitments.
Integral to the success of the campaign was our implementation of advanced tracking software. This enabled real-time monitoring and comprehensive reporting, providing insight into individual participant activities and engagement levels. By leveraging data-driven insight we empowered Cancer Research with the tools needed to maximise sponsorship contributions.
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