VSO met with several agencies through the AAR in order to find the right match for its digital communications brief. Online media is to be handled through i-level.
Glyn Williams, VSO's head of marketing, said: "We are very aware that digital communications have great potential both for our volunteer recruitment activity and our fundraising. We were looking for agencies to work with us to help us maximise that potential, and who understand the importance of developing and maintaining relationships with volunteers and donors."
VSO is running an extensive direct response marketing campaign through Kitcatt Nohr Alexander Shaw using national press, posters and mailings to recruit volunteers. The initial task for Underwired will be to extend this activity to the internet through an email campaign to returned volunteers. Future activity to raise brand awareness, recruit skilled volunteers and raise funds is likely to extend to a range of innovative approaches including online PR, eCRM, viral campaigns and microsites.
According to Felix Velarde, Underwired's managing director: "Our brief is to build relationships with skilled professionals seeking to make a positive change in the world. Our enthusiasm for VSO's aims and agenda will help us in engaging and recruiting volunteers, but our task also challenges us to hone techniques to maximise online fundraising."
Underwired has extensive experience working with charities and currently manages the website and creates online educational games for National Missing Persons Helpline, and has previously run online PR campaigns for Greenpeace, WaterAid, Amnesty International and NSPCC.
Underwired also recently consulted on interactive television strategy for Cancer Research UK, and was responsible for creating the Institute of Cancer Research's website and extranet.
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