Kayak for a Cure
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"We learn lessons every year. Sometimes we learn lessons we didn’t even know we had to learn."- Whitney Stanford, Organizer, Kayak For A Cure.
Kayak for a Cure
Challenge:
Kayak for a Cure has raised money for the Canadian and American Cancer Societies since its inception in 2006. They needed a digital strategy, front end website, and a content management system (CMS) which could allow database management, online registrations and room for participants to share their stories.
Solution:
Working from the perspectives of potential supporters (vital in the fundraising cause), we sought to drive participation by building a user-experience that promoted immersive behaviour and mitigated high risk exit points. We integrated a scaleable CMS for multi-city and multi-language expansion plans while still minimizing cost. The site was equipped with leading networking tools and social media apps to profile recently registered users and drive further participation. We also designed html emails and developed a viral marketing campaign to keep the event top of mind with all market segments.
Results:
The event is now held in eight cities across Canada and the USA, raising approximately $100,000 for Cancer research last year. By putting the content management in the hands of the business and allowing an endless number of locations to be added without any cost, the site has grown with the charity. A mobile app has also been developed to showcase individual participant stories, which their networks can engage with while on the move.
Visit website:
www.kayakforacure.org