This was an interesting project. Given that this particular page was meant to not just relay information, but also encourage action, it gave me an opportunity to use an effective blend of copy and content. From the copy used in the tagline ('enabling COVID-19 relief') to the one used in the headlines ('The best way to help is to be there'), each was written with the aim to reinforce belief in the organisation, while the action-centric headline copy for the various initiatives (Gift XYZ) was focused on encouraging action and inducing a feel-good factor. 'Gift' vs 'Donate' made a big difference, with 'Gift' showing a better response.
Given that getting people to donate is generally more difficult than getting them to buy lifestyle products, this was definitely more challenging than my usual copy projects. Did it work? I think so. The numbers speak for themselves. At least I hope so. :)
