The Guide Dogs for the Blind Association has awarded the task for its first dedicated online campaign to digital agency Panlogic. The campaign is intended to raise awareness as well as funds and will combine direct mailings aimed at driving traffic to the Guide Dogs website with e-mailings and a specially created microsite.
Trevor Hickman, marketing manager at the charity, says that in addition to raising funds to provide the visually impaired with guide dogs, the campaign will be used to keep donors informed.
Hickman says: “With traditional direct marketing, you cannot convey all of a story. Many donors write to us once a fundraising campaign has run its course to find out progress of both the campaign and the beneficiary. This initiative allows us to show a case study or individual situation, and donors can keep up to date with their progress.”
The campaign Panlogic is working on will feature a dedicated microsite following the progress of nine-year-old visually impaired Kieran Little. Guide Dogs has worked with Kieran since he was one, and will continue to work with him until he is at least 18, when he will be eligible to receive a guide dog from the charity.
The campaign will run for about six weeks, but links from the charity’s main website to Kieran’s microsite will continue to be displayed after it finishes.
Hickman says that if the microsite and related activities prove successful, the charity will look at increasing its digital investment.