Creating a community of fundraisers for Swim22
Swim22 is the virtual channel-swimming challenge from Diabetes UK in which participants raise funds by clocking up 22 miles – the breadth of the English Channel – in their local pool between February and May.
Manifesto originally built the Swim 22 digital platform in 2015 (which went on to win a commendation at the 2015 DADI Awards). It integrates with both Active Network – the activity and participant management software – and JustGiving – the online fundraising software – so that Diabetes UK can easily manage the event, and so that participants can easily track their progress and set up their online fundraising. Participants gain achievement badges, unlocked at crucial stages (first distance entered, half way mark etc), adding a layer of gamification to keep participants engaged with the platform and more likely to complete the challenge.
What we did
Since then the campaign website has seen iterative improvements to enhance both user and content admin experience. Updates to the 2018 campaign site, built in Drupal 7, included the following:
• User search function to allow easier management of accounts for content admin
• New fundraising badges (in addition to the activity badges)
• Leaderboard can now be sorted by fundraising amount as well as distance travelled
• Search by name function for users to track their friends’ progress
• Bonus milestones/badges to keep participants engaged after reaching their original fitness and fundraising goals.
Precision-targeted acquisition campaign
The acquisition campaign for swim 22 in 2018 used targeted Facebook newsfeed ads, carousel ads, and short video ads, in conjunction with PPC search marketing across AdWords and Bing, as well as Display marketing to drive sign ups to the virtual event. The campaign used slightly less media spend than in 2017.
How it went
By creating a real sense of community among participants, in conjunction with a fun, gamified digital experience, and precision-targeted digital advertising to encourage sign ups, the charity has already raised over £350,000 in 2018.
The campaign achieved a conversion rate of over 6% from ad traffic and over 51,000 website visits, resulting in over 3,000 registrations. The acquisition campaign smashed sign-up goals compared to 2017, gaining 4600 registrations.