NFP CHRISTMAS CAMPAIGNSA digital snap shot of 2016 NFP campaigns

© Macleay Media 2016

World Vision:

Well integrated

cross platform integration Large variety

of incremental ‘gift’ price-

points

Integration of campaign

themes across digital &

social (Love, Hope etc.)

Integrated customer service

Strong use of engaging

visuals over copy

User friendly

Customization options

World Vision

World Vision

Fred Hollows Foundation

Dynamic virtual gift mechanic Well

integrated social media

Selection of price-points

Clearly demonstrates social impact

Ease of use & navigation

Customizable

Use of sound bites

Online shopping

framework

Broad payment options

Engaging visual content

design

Fred Hollows Foundation

Fred Hollows Foundation

Strong social media

presence

Poorly integrated

cross platform functionality

Ad-hoc Integration of

content, price-points and visuals

Good cross section of

service areas

Overuse of copy over

visual cues

Inconsistent campaign line

messaging

Australian Red Cross

Australian Red Cross

Australian Red Cross

Digital

• User centric• Multiplatform enabled • Gift mechanics• Image centric• Integrated customer

service • Sound bites • Customizable • Broader payment options • Online shopping

framework

Social • Diversified channels • Thematic driven• Strong visuals• Native content • Effective tagging

Insights

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