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Macmillan case studies: we currently have 2.

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Case Study: MacMillan | Agency: Webcredible | Country: UK | Sector: Charities | Objectives: Optimisation, traffic-driving, direct-response | Format : Website

webcredible%20-%20macmillan.pngMacmillan Cancer Support is a national cancer charity which provides practical, medical, emotional and financial support to people whose lives are affected by cancer. It also campaigns for better cancer care. The challenge they faced was that there was increasing traffic to their website and it was critical that users could find the information they needed quickly and easily. Webcredible suggested a new homepage displaying information on different cancer types, a redesigned contact us page, new information architecture for the online shop and brand centre, and a restructure of content within the site to better suit user needs.
The Macmillan Cancer Support website has seen a substantial increase in traffic to important areas for site users which had previously been difficult to locate. For example, there has been more than a 200% increase in people finding information on financial advice.
The user-centred design programme allowed Macmillan to get to know its target audiences and what information was of most interest to them.

20/01/2010  |  Full story...

Case study: MacMillan Cancer Support | Agency: Incentivated | Sector: Charity | Objectives: Sales | Format: Mobile

cs_i-mcmillan.jpgMobile generates 59% of donations from press campaign

This campaign featured a Call-to-action in national newspapers and on television. Donors text SUPPORT, NURSE, HELP or MACMILLAN to 85222, which deducts £3 from the donor’s mobile. Donors are sent a WAP push message inviting them to fill out a mobile internet Gift Aid form. By confirming they are tax payers, Macmillan can claim extra 28% from HM Revenue & Customs. (An SMS questionnaire alternative was offered.)

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