We partnered with The United States Holocaust Memorial Museum and Genocide Intervention Network to create their online Pledge2Protect campaign. In December 2009, the organizations began a national campaign to raise awareness of the violence that still grips Darfur, DR Congo and other hot spots.
Visitors to the site are greeted with a Flash animation showing hundreds of names from people who had already joined. From here, they can easily enter their own information to see their first name join the animation in real time. On streets and college campuses across the country, hundreds of volunteers signed-up supporters. The site helped them enter the names they collected through an easy-to-use batch upload form. The organizations added the names to their mailing lists to update supporters with news and events.
By the end of the campaign in January, over 50,000 people had registered through the site.
Email Capture
To sign-up as many people as possible, we created an engaging interface for visitors to enter their name, email and mailing list preferences. After submitting their information, users will immediately see their name join the hundreds of others in the Flash animation.
After thier submission, users are provided with easy tools to email or post their pledge to Facebook or Twitter accounts.
Social Media Strategy
When a visitor used the Twitter or Facebook links, we generated a call to action with the current supporter count in the message body. A user could use this langague (as most did) or replace it with a personal message. The social media aspect was hailed as "a forward-thinking model of web design + Twitter engagement," by Jon Hutson, a communications consultant for the non-profit industry. At the conclusion of the month-long campaign, more than a thousand people had posted a link to their profiles -- resulting in over 5,000 visits from friends and family.