Marie Curie Great Daffodil Appeal

Creating personalised experiences to drive donations

Campaign: Concept development, Design and brand, Social and digital campaigns, Video and animation | Experience: Service and User Experience design

Marie Curie provides care and support for people living with terminal illnesses and their families. As well as 2,200 nurses working across the UK, caring for people with a terminal illness in their own homes, and nine hospices, they also provide practical information and support from trained volunteers.

The Great Daffodil Appeal is the charity’s biggest annual fundraising campaign. Having started in 1986, it’s one of the most recognisable campaigns in the UK due to the daffodils handed out by Marie Curie volunteers in exchange for donations. For 2017, Marie Curie wanted to take the campaign digital by finding a way to replicate the underlying value exchange at the heart of the Great Daffodil Appeal.

What we did

We helped Marie Curie devise a strategy for collecting donations which would make the daffodil as prominent online during the month of March as it is on UK streets.

Based on insights from past donor behaviour we designed a new donation journey which would encourage conversions with images and stories of real Marie Curie nurses and volunteers, before thanking the donor with a personalised, shareable video.

Design and UX

We designed a campaign landing page with a simple, straightforward journey for potential donors, encouraging their conversion through the use of full-width images and clear calls to action. Due to outdoor advertising and the usual presence of Marie Curie volunteers and daffodils out and about during March, it was vital that the campaign pages were designed with mobile user journeys as a top priority.

We also designed pages which shared real-life stories about the great work that Marie Curie nurses do, through images, text and well-placed call-outs.

Personalised video

We worked with the team at Marie Curie to create a video format that could be personalised for the donor based on just a few lines of text input. We then produced a video suitable for using with the recommended personalisation technology, and designed the thank you page to encourage sharing via social media.

How it went

We helped Marie Curie get the new campaign to market quickly – they took the idea from concept to launch in just eight weeks. Our previous work with the charity on digital transformation had left the development team well-placed to rapidly build the campaign site in parallel with the UX, design and video production work

The results of the pilot campaign were very encouraging. Over 200 people created a personalised video, with more than half (52%) going on to share the video on social media using the social sharing tools provided.

How this helps us on your project

We can help you take a campaign from concept to working prototype to real audiences incredibly quickly, helping you test your assumptions about user behaviour while keeping risk to a minimum. Our expert UX designers create journeys which engage users and drive them towards taking action. Our technologists and motion content team have pioneered the art of using personalised video to empower supporters and help them spread your organisation’s message via social media.

 

8 weeks

execution

219

videos created

52%

share rate

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