Manifesto helped Parkinson’s UK develop the digital elements of an integrated fundraising campaign for Parkinson’s Awareness Week, making use of personalised video technology to help people affected by the condition share their personal stories through engaging, on-message content. The campaign generated hundreds of personalised video messages, leading to donations from thousands of new supporters and the web platform capturing the details of thousands more.
Engaging new audiences during Parkinson’s Awareness Week
The charity wanted to launch a new campaign for Parkinson’s Awareness Week 2017 to raise urgently needed funds for Parkinson’s research under the campaign name We Won’t Wait. This would be the first integrated fundraising campaign for Parkinson’s Awareness Week, with a target of recruiting tens of thousands of new financial supporters to help the charity deliver its ambitious new research strategy.
Creating personalised journeys to drive supporter acquisition
We worked closely with the team at Parkinson’s UK to set campaign objectives that would deliver real long-term value for the organisation. We devised a strategy for empowering existing supporters to act as champions, targeting them with tailored communications and microsite journeys, before giving them the tools they needed to amplify the campaign messages across social media using personalised video messages.
Raising awareness, amplifying voices, recruiting support
We Won’t Wait empowered over 500 people living with Parkinson’s to share their stories via personalised video messages, prompting conversations about symptoms and treatments on social media which involved hundreds of people and helped inform a much wider audience about less-well-known aspects of the condition. The campaign microsite collected donations from thousands of new supporters to help fund a new wave of Parkinson’s research, and captured the details of thousands more. In total, over 500,000 people took some sort of action during the campaign – driving real engagement during Parkinson’s Awareness Week and beyond. And in October 2017 the We Won’t Wait microsite won an Acquia Engage Award, showcasing the best in digital experiences, in the nonprofit category.
How this helps us on your project
Our audience-centred approach helps us design resonant campaign creatives and effective user journeys for different subsets of your target audience. Our technological expertise helps us employ the latest storytelling technologies to attract and engage target audiences with contextually appropriate content which drives them to take action.