Digital 2024 round-up

Accessible for everyone

GOOD have a long standing partnership with RNIB. This has led the digital team to develop a greater understanding of accessibility and the need to be as inclusive as possible digitally. As part of their lead generation campaign, we worked closely with the client to create and launch an interactive online guide to educate the public and create a more accessible world for blind and partially sighted people. Due to the nature of RNIB and their audience, we had to ensure whatever we created conformed to AAA accessibility standards. We also saw this as an opportunity to move away from a traditional PDF format.

The digital Be Helpful Guide proved that we can deliver fully accessible informative content, in an engaging and interactive way. The campaign was a huge success delivering 40% of forecasted leads only a quarter of the way through the campaign. In total the campaign generated just under 28,000 leads delivering 5% over target.

Improving site performance

We launched London Business School’s Forever Forward campaign website 3 years ago, in a bid to boost fundraising efforts and provide a digital case for support that engages their global alumni.

We noticed a rise in mobile users, so we were briefed to enhance site performance on mobile, increase engagement and create a best-in-class mobile user experience. Through a phased test and learn approach, GOOD Digital deployed key changes which has initially seen great results. Site performance on mobile has increased by 53%, and average session duration has increased by 12.1% on mobile (82.7% overall). We are now planning phase 02 optimisations.

Maintaining subscribers

GOOD worked with Sense to launch Sense Sign School over 2 years ago – an engagement product designed to engage more audiences and generate more RG income. The initial launch was a huge success which beat benchmarked sign-up targets by 500%.

GOOD Digital have since worked with the team at Sense and The Kite Factory on our Digital Always-On programme. We have been able to maintain a healthy CPA which is consistently below target. Through a test, learn and optimise approach, the team generate new contextually relevant ads every 6-8 weeks. Sense currently have over 2000 engaged users of this product.

Boosting lifetime value

Barnardo’s, the UK’s largest children’s charity, gave us an incredibly interesting brief; reduce the number of journeys they were currently having to manage while boosting personalisation to improve the effectiveness of their post-conversion communications.

By developing key audience segmentation and the strategy to use them, we were able to build a single journey that could flex to engage 240 different types of supporter. Our approach focused on building an emotional connection to the cause while delivering relevant, timely asks to drive commitment to the charity and boost lifetime value – all without increasing the charity’s internal resource.

GOOD’s Digital team are constantly updating the way we deliver for our clients. In the last year we have launched 4x products after identifying client needs. These products stretch across strategy, marketing and UX. If you have a project in mind, we would love to talk to you about it. Get in touch with Lucy.Martin@goodagency.co.uk

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