The challenge
The UN Refugee Agency came to us with a challenge – to completely ‘reinvent’ and reinvigorate its online Between Lives documentary series aimed at engaging regular giving donors.
Our solution
Now entering its third series, the plan was to take Between Lives in a bold new direction – focusing on a ‘talent show’… Casa Talentos… for young refugee people from Venezuela. Our solution? To create the entire digital ecosystem that would bring it all to life. To use our expertise to optimise the donor’s experience… encouraging them to discover more about the issues and their support in action… with the ultimate objective of retaining them as donors
A suite of landing pages to host the videos and encourage dwell time through further engagement-points.
Each landing page was tailored to the contestant we were focusing on for that month’s video – building up episodically rather than ‘binge-watchbly’. What was key was that all the content – whether serious or more fun – was building the bigger picture… about the Venezuelan refugee crisis… what people have had to leave behind… their culture, loved ones and ‘security’… how they are rebuilding their lives now… and the importance of regular donations to support this.
A suite of emails that would drive people to the landing pages through multiple sign-posting.
This campaign was very different to anything that had gone before in the series. So we kicked off with a teaser email to prime the regular supporters for what was to come – unpacking the idea of Casa Talentos. This was followed by a further 8 emails.
The principle call-to-action for each was ‘watch the video’ of our latest episode for the current contestant but the emails contained multiple extra sign-posts/click-throughs to the further content… all driving donors to the landing page. An engaging mix of the serious and the more light-hearted, designed to build the excitement and culminating with a results email and finally a ‘that’s a wrap’ message and encouragement to catch-up on the other two series of Between Lives.
Outcome
An exciting new journey for regular givers – Between Lives has been reimagined as a dynamic, donor-centric experience, ready to integrate into global programmes. This fresh approach connects supporters more deeply with the cause and showcases the impact of their regular giving.
Related Work
Clients
We’re so proud to work with with a wide range of incredible charities and organisations. Our partnerships cover everything from animal welfare and disability support to humanitarian aid and conservation, showing our dedication to making a real difference across some of the world’s most important causes.
