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National charity steps into its digital future

Written by Tiffany | 30-Oct-2015 13:22:00

National charity
Hft has launched its first digital marketing campaign to encourage people to leave a legacy in their will.

Hft is a national charity, which provides services for people with learning disabilities and relies on donations including legacy gifts to help people live the life they choose. Hft’s desire to use digital as another means to generate interest prompted the charity to attend the
Digital Futures event we hosted in Bristol earlier this year. 

The legacy campaign involves programmatic display and Facebook advertising aimed at specific digital audiences identified via segmentation. Using
Kaizen, our display trading platform, the banner adverts have been designed in HTML5 to ensure they are fully optimised and display correctly regardless of the (mobile) device people are using.

When it comes to
Digital Futures, Tiffany Stubbs, strategy account director at equimedia, explains, “Our Innovations Team design these events for senior marketers and business leaders who are looking to learn about what’s new in digital marketing. It’s a great opportunity for networking too, bringing everyone together in the room with a united interest in getting the most of their digital communications.”

Katie Tennyson, Legacy Manager at Hft, adds, “We really enjoyed spending time with fellow marketers and it gave us plenty of food for thought when we got back to the office. Attending this event provided us with the basic skills and understanding needed to start talking to equimedia about our first legacy digital marketing campaign. We’re excited to see the results of our first foray into this channel, and learn how we can develop our plans further in the future.”

If you’d like to find out more about what you should be planning as part of your digital future, get in touch with our
new business team