How DONATE™ was used
Whilst DONATE™ offers both text and web giving an early decision was not to promote the ability to give £5 by text. Rather all donations were encouraged via the web channel in order to better communicate the impact of the fire and to encourage larger donations.
The DONATE™ team actively provided news through social media on the fundraise over the four days following the fire and there was significant coverage in national and local media. Interviews were given on London Live and Southwest trains announced the fire to commuters to encourage donations. Other activity included using celebrities to reach out to their supporters.
Whilst BAC provided a link to the DONATE™ platform from their website this only accounted for 15% of the donations with the remainder coming through DONATE™.See more case studies