Blowfish Digital overhauls VSO online strategy

The Voluntary Service Organisation (VSO) has appointed Blowfish Digital to overhaul its website and online strategy, as the charitable organisation looks to bolster donations, boost awareness and increase volunteer numbers.

Blowfish Digital won the business following a pitch against undisclosed agencies. It is not known if incumbent BLM Quantum repitched. Blowfish has been tasked to develop search engine optimisation and pay-per-click campaigns as well as working more generally on its online strategy.

Michael Dean, head of digital at VSO, says that over the next 12 months the web will provide a “cost effective route to market”.

The move comes as the charity faces increasing competition from a number of non-Government organisations for individual and corporate donations. It also competes for volunteers against a growing number of “voluntourism” companies such as i-to-i.

Blowfish Digital will focus on attracting potential donors and recruiting skilled volunteers for the charity’s global projects through a search engine optimisation and pay-per-click campaign. The charity also hopes that by optimising its site for the first time since launch that visitor numbers will increase.

The website will relaunch in October when VSO will also launch an online advertising push, with ads appearing on websites matching its target audience of volunteers. The VSO collected £40.6m in donations last year, up just £1.3m on 2006.