An Emergency Digital Fundraising Campaign That Rushed Relief

Trócaire

Morocco Emergency Digital sample

When the news came that a 6.8-magnitude earthquake had leveled parts of Morocco, many of them remote, Trócaire’s fundraising team knew their supporters would be headed to the website to help with humanitarian relief however they could. Could we put together a suite of emergency digital fundraising communications on short notice, using extremely limited imagery and content? The answer was yes, and the result was a homepage banner and donation box, donation landing page, thank-you redirect page, email appeal, and email thank-you that raised more than €72,000 ($78,000) in the space of a few days. Key features here included building urgent, tangible, evocative copy from mainstream media reports and limited reports from the organization’s local partners – plus photographs framed as a triptych to maximize impact using lower-resolution images.