CAP strengthens engagement with digital strategy

CAP lacked a formal digital marketing strategy and had limited visibility of how their digital activity supported organisational goals. Activity was not aligned to clear user journeys, and capability gaps existed across key channels including SEO and paid search.

They were aware that the content on their website was in need of improvement to enhance its quality, expertise, authority and how well it meets users’ needs, and to add better signposting for different audiences.

The organisation needed a digital marketing strategy to improve engagement with supporters, increase digital donations and strengthen brand awareness, whilst also embedding digital capability across teams.

We delivered a three-phase, audience-led strategy process combining stakeholder immersion, user research and digital marketing audits:

• The work began with an immersion phase at CAP’s headquarters, where we engaged internal stakeholders across communications, fundraising and marketing. Through workshops and interviews, we developed a detailed understanding of the organisation’s goals, challenges, audiences, capabilities and digital activity, alongside empathy mapping of key supporter segments.

• We then moved into an investigation phase, where we conducted audits across UX, content, SEO, paid media, analytics and social channels. This was supported by qualitative interviews with priority audiences and the creation of customer experience journey maps, helping to identify key moments of truth across supporter journeys.

• Finally, in the strategy phase, we used all findings to define clear objectives, workstreams and tactical recommendations. These were structured into a three-year digital marketing strategy and roadmap, which was presented to CAP’s leadership and prioritised collaboratively to guide future activity across acquisition, engagement and optimisation.

CAP now have a comprehensive digital marketing strategy and three-year plan that meets their goals, which their digital marketing strategy board is fully engaged with and bought into, due to their involvement throughout the process.

The strategy takes into account the charity’s recruitment challenges, incorporating the possibility of upskilling their current team.

A digital culture has been integrated across the organisation, with the whole team embracing the potential of digital channels to increase visibility and support for the charity.

Fundamentally, the charity is now equipped with the key insights they need to better engage with their key audiences, including donors and supporters.