The RAF Benevolent Fund has launched a new digital storytelling campaign to celebrate the organisation’s family and inspire new support to coincide with key anniversaries over the next few years, including this year’s RAF centenary.
The charity worked with WPN Chameleon’s digital team, Addition, to create the digital experience campaign to commemorate the achievements of the RAF and the people who have served.
The charity recognised a need to address its engagement programme faced with the changing digital landscape of donor support. The initial intent was to engage both new and existing supporters and prospects during the RAF and RAFBF centenaries in 2018 and 2019, as well as the 80th anniversary of the Battle of Britain in 2020.
“Storylines” forms part of a long-term multi-channel programme aimed at attracting new prospects, donors and fundraisers, as well as engaging and building deeper relationships with their existing supporters.
The campaign invites users to post and share stories of RAF life, either their own, or those of relatives. The site has been in soft-launch and already over 100 stories have been uploaded by users.
The digital concept focuses on bringing people’s stories together through an interactive timeline of the first 100 years of the RAF.
The launch campaign is being complemented by social media and Facebook Canvas to help encourage the uploading and sharing of stories.
RAFBF digital fundraising specialist Graeme Wallaces said: “Storylines reflects how charities need to change the way they engage with both existing and potential supporters. The platform will continue to evolve to enable long-term, two-way relationships.”
Addition managing director Vicky Reeves added: “We created a layered engagement process with stories at the heart of the donation journey. This digital storytelling experience for potential and existing supporters provides a platform for inspiration and commemoration.”
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