Reaching different constituents online

Posted by Michael Johnston on July 19th, 2005 at 08:11am

Last week I had the privledge of sitting in the offices of Macmillan Cancer Relief – a leading edge cancer care charity in the United Kingdom, www.macmillan.org.uk. They have been a more traditional charity in the past — relying on offline activities more than new technologies. The organization has now starting to turn more of its attention and resources to the online environment. Please go to www.whybother.org.uk and you’ll see a Macmillan web presence that is trying to engage youth around the issues of cancer. Then take a look their “A Better Deal” campaign at http://www.macmillan.org.uk/abetterdeal/homepage.htm. That program is directed at an adult audience – trying to motivate individuals to advocate for a better financial deal for individuals and families affected by cancer. Finally, go to www.worldsbiggestcoffeemorning.org.uk and you’ll see a fundraising site that is engaging people — mainly in the workplace today — to raise money and have fun too. Many different web presences — many different facades for different constituencies. That’s why the web can do so well and for so little money compared to print. Are you thinking through your web presence to serve and engage different constituencies as well as this?

Under fundraising