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CAMFED

Fundraising masterclass for education charity

Camfed (Campaign for Female Education) - is an international non-governmental, non-profit organization dedicated to eradicating poverty in Africa through the education of girls and the empowerment of young women. Camfed programs operate in Zimbabwe, Zambia, Ghana, Tanzania and Malawi.

Camfed’s design and development need was complex and multi-faceted. After an extensive research and discovery round, we focused the site towards fundraising and revenue generation, community building and information delivery. Combining this with a flexible, robust and user friendly content management system, we delivered a solution that has been responsible for raising more than £1.5 million since its inception.

Camfed’s final build delivered a rich set of usable, useful features, driven by a powerful and flexible content management system. Listed below, some of the site’s key features are responsible for the company’s huge growth and it’s corresponding impact on education in developing nations.

Fundraising and community building

One of the site’s key aims is to raise online revenue. There are a number of well documented ways to get this right (and to get it wrong!) and the techniques we used are responsible for raising more than £1.5 million since the site’s delivery.

We used closed loop and incentivisation techniques, combined with socially-driven sharing mechanisms to take care of a lot of the work. Further to that, we also built an easy to use micro-donation platform as well as an e-card donation system. The stability and ingenuity of the platform speaks for itself.

The importance of community development

Innovation in terms of design and technology allowed us to drive the charity's fundraising efforts by connecting two very different stakeholders. Bridging Camfed's rich network of donors and advocates with its beneficiaries across a number of African nations was central to the success of the project. Further to that, the information architecture tackles the non-trivial challenge of delivering large amounts of related content to the user in a digestible format.

Measuring success

Camfed builds website traffic through online advertising, highly active Twitter and Facebook communities and organic search engine results. In order to make full use of their web presence, Camfed needed systems to measure the ongoing success of the website and their digital return on investment. In response to this, we combined a number of measurement techniques - including Google analytics and conversion tracking, an online feedback gathering system, and a further set of tools for social measurement and email metrics. This highly focused toolkit provides Camfed with real time intelligence into the success of its online activities - allowing them to tailor their future strategies according to their strengths and weaknesses.

"It's a pleasure to work with Camfed. The combination of their innovative model, forward-thinking approach and rich, beautiful multimedia provided us with the ideal toolkit to build a fundraising and community building platform that is driving traffic and donations to support millions of children through education in Africa."

James Dellar, Creative Director, Onespacemedia

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