Paws2Play:

Powered by GivePenny

Paws2Play is a unique fundraising event for Blue Cross charity for pets, delivered as part of my work for Powered by GivePenny - agency-style services for charities.

This event was aimed at Gamers, encouraging them to pick a favourite animal (Team Cat, Team Dog, Team Horse and Team Rabbit) and raise money for Blue Cross by hosting a charity stream.

As GivePenny content manager, I liased with the client and worked from brand guidelines provided by Blue Cross to ensure all copy and tone was in-keeping with their identity.

It’s also probably the cutest thing I’ve ever worked on.

A Custom-Built Microsite

The Paws2Play project included creating a custom-built microsite to host the event. I lead the written content and provided all of the copy for this page, working with our web designer to ensure that all relevant content was present, easy to navigate and on-brand for the client.

You can check out the web page (and maybe drop a donation to Blue Cross - they’re amazing!) here: https://pawstoplay.givepenny.com/

A Segmented Email Journey

To engage fundraisers once they’ve registered their interest and nudge them along the user journey, I devised the sending conditions for a bespoke email journey, utilising complex segmentation.

This segmentation included emails customised according to the user’s choice of team - for example, someone who joins Team Dog will get a Blue Cross story about a rescue dog - and also user behaviour - for example, someone who joins Team Rabbit but does not launch a fundraising page will get a rabbit-themed email encouraging them to donate to someone else on their team.

The copy for this email journey was all provided by myself, incorporating case studies and information provided by the client… and my own terrible animal puns.