Appealing to a wider audience

The Brief:With an ambitious fundraising target of £2 million, The Lord Mayor’s Appeal wished to launch a new website that leveraged modern web technologies and best-in-class eCommerce functionality in order to drive online donations. Moreover, the brief was to cement The Lord Mayor’s Appeal brand, to provide a future-proof platform that would serve the needs of future Mayoral candidates and to craft a design which positioned its online presence amongst the world’s leading non profit websites.

Project Notes:Alderman Fiona Woolf officially became the 686th Lord Mayor of the City of London in November 2013 and is only the second woman to hold the post in its 800-year history. In July 2013, Graphic Alliance was appointed as the Appeal’s chosen agency for the second consecutive year and the new website was revealed during the Lord Mayor’s Show where Alderman Fiona Woolf tweeted live from her carriage to more than two million viewers.

Four community-based charities are chosen to benefit from the Appeal, each of which have been given dedicated landing pages that aggregate a wealth of related content including a personal video message from the Lord Mayor, information about the charity and their work, a clear indication of how the funds will be used to further their aims and objectives and a list of related news. Events organised by the Appeal are showcased in a dedicated events section where visitors can switch between list and calendar views. Lastly, WooCommerce was integrated to afford the charity the opportunity to merchandise their own gifts and this is complemented by tailored thank you pages intended to encourage donations and highlight rewarding volunteering opportunities. Crucially, the Lord Mayor appears throughout the site adding a degree of personality and authenticity to the experience.

The Result:It has been a record breaking start to the Appeal with a series of sold-out events. The website not only gives the Appeal a means to keep its supporters up to date on a regular basis but also opens up a new avenue for donations in the interest of its nominated beneficiaries.