For their 2015 Christmas appeal, the RNLI were asking supporters to help fund the build of the new Shannon Relief 4 lifeboat. Yoyo were approached to design and build a microsite to serve as the destination point for the offline and email marketing campaigns. It needed to give visitors information about the appeal and ask for donations to help support the cause.
One of the key challenges was around how to drive donations by offering something beyond a regular charity appeal. The chosen solution was a prize draw for visitors to get their name on the hull of the new Shannon. Through the microsite, users could enter their names to be in with a chance of having it added to the vinyl sticker displayed on the Shannon’s hull. With 20,000 names being drawn to collectively make up the “RNLI 13-12” sticker, users had a high chance that their support could be captured on the new lifeboat.
Web donations compared to previous year's appeal
Raised in donations (Target 1.4M)