Product category:
Online ad campaigns
News Release from: Michalski Posner
Edited by the Marketingservicestalk Editorial
Team on 07 March 2008
Charity embraces potential of online
marketing
Leading UK children and family services charity Norwood has teamed up with marketing agency Michalski Posner to create and develop the innovative online Front Rider campaign.
Charities often come in for criticism for not embracing modern fundraising techniques and ignoring the potential of online media Children and family services charity Norwood's innovative Front Rider campaign is an online marketing concept involving a series of challenges to be broadcast across the internet, designed to raise money for the charity and raise awareness of the annual Capital to Coast charity cycle challenge in July 2008
This article was originally published on Marketingservicestalk on 5 Mar 2007 at 8.00am (UK)
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Front Rider will see six members of the public team up with residents of Norwood's Ravenswood Village in Berkshire, home to 175 people with learning disabilities.
Teams of two will take part in weekly, interactive, knock-out challenges designed to test them mentally and physically over a period of six weeks.
Each challenge will be filmed and posted onto frontrider.org.uk, as well as on relevant social networking sites, for supporters and the general public to view their progress.
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Jonathan Posner, Director of Michalski Posner, explains more about the Front Rider concept: "The Capital to Coast annual bike ride has run successfully for 12 years now, and our aim this year is to help the charity reach a wider audience by using the popular social networking sites like Facebook and YouTube.
"Front Rider is a unique concept which sees Ravenswood residents and the public get involved with an out-of-the-ordinary fundraising opportunity".
Front Rider will generate funds through phone and text votes from the general public while raising awareness of the annual Capital to Coast charity cycle challenge.
Proceeds will benefit the Capital to Coast charity partners: Norwood, Sparks, the Down's Syndrome Association and Southern FM's Help a Local Child.
Ian Tate, Head of Challenges at Norwood, continued: "I'm thrilled at how the Front Rider concept has come to fruition over the past couple of months.
"I hope that Front Rider will not only be a great success in its own right but also be an example to other charities of how to use the internet as a fundraising tool.
"There's a huge market out there that many not-for-profit organisations are neglecting and they are missing out on valuable fundraising and marketing opportunities".
Michalski Posner is based in Berkshire and was founded in 2005 to offer small to medium sized enterprises and corporate business divisions the opportunity to grow their business through effective marketing communication campaigns.
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