CAFOD (Catholic Agency for Overseas Development), the official overseas development and relief agency of the Catholic Church in England and Wales, has appointed Coast Digital to a new Christmas online marketing campaign following a three-way pitch.
Targeting charity donors and Christmas shoppers, the seasonal digital campaign aims to promote and drive traffic to CAFOD’s alternative gift website.
Coast Digital will be looking to capitalise on the increasing consumer demand for ethical gifts over the Christmas period by utilising direct response media including paid search, affiliate marketing, email marketing and search engine optimisation to drive traffic to the website. The campaign will run from October to December.
CAFOD’s World Gifts scheme provides an ethical alternative to those consumers looking for charitable Christmas gifts. For example, if you give the gift of a community water supply, the money from your gift will be spent on projects related to water and food.
The money raised from each and every gift bought will be used by CAFOD to promote long-term development, respond to emergencies, raises awareness of poverty, speak out on behalf of poor communities and promote social justice.
Linda McBain, Online Marketing Officer, CAFOD said: “The generosity of our supporters ensures that we can continue our vital, long-term development work in some of the world’s poorest communities.
The Christmas period is always a very important time for our fundraising activity, so it’s vital that we have an effective online marketing strategy in place to help drive potential donors to our website.”
James Frost, Managing Director, Coast Digital said: “CAFOD needed every channel to be fully accountable and produce strong ROI, so we decided upon proven media channels for the digital campaign.
This is a great opportunity to prove the effectiveness of online marketing, and I’m confident that we can help CAFOD drive sales online, increase their visibility across the web and keep one step ahead of their competitors in this busy Christmas period.”
Vist the website: www.cafod.org.uk/worldgifts
