RNLI - Shannon Christmas appeal

Helping the RNLI to raise money for the Shannon Relief 4 lifeboat.

RNLI Shannon Christmas appeal

Insight

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.

Shannon desktop page
Shannon desktop

Design

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.

RNLI Shannon on mobile
RNLI Shannon mobile designs

Results

183%
Web donations compared to previous year's appeal

14%
Response rate

£1.6M
Raised in donations (Target 1.4M)

“Right from the beginning Yoyo displayed a real understanding of what we were looking to achieve with this campaign. They have demonstrated creative integrity as well as providing day to day support and guidance with the microsite development and functionality. We have developed a great working relationship with the Account Team which will almost certainly help us to achieve our ultimate target of funding the build of the new Shannon relief boat.”

Sara Thompson Marketing Manager, RNLI