The AbilityNet Tech 4 Good Awards

Strategy, identity, graphic design, social media strategy and management, website design and development, analytics reporting.

Background

The AbilityNet Tech 4 Good Awards champion the people and organisations across the UK using digital technology to make the world a better place. Thousands of people and organisations have entered since the Awards began in 2011, with hundreds of finalists enjoying days out at BT Tower and BT Centre in London.

The Brief

AbilityNet needed support to develop their digital strategy, with the goal of reaching a new audience, encouraging more entries and increasing the number of votes in the Tech 4 Good People’s Award. After four years of working on the Awards we had established a successful formula, but it was time to look at it with fresh eyes, and take it to the next level.

Execution

With 10 award categories, spanning accessibility, health, community impact and fundraising, it was important to break down who might enter each award, and how we could reach them. Working closely with BT, and their partnering PR agency Kazoo, we developed a targeted outreach strategy to spread the word on Twitter, encouraging people across the country to enter or nominate this year.

On top of regular emails to the AbilityNet and Tech4Good Awards’ databases, we brought back the Impact series, connecting with past winners to highlight the impact winning had for them, and what advice they would give to people entering this year. We also placed content on Charity Digital News’ website and email newsletter, with an average reach of over 20,000 people.

We built an individual page on the website for each of the 28 finalists, featuring who they are, what they do, and why they should win. Their page included video content, imagery and links to their own website – and that all-important hashtag, needed for voting in the Tech4Good People’s Award. We also shared weekly advice with them, offering tips on how they can encourage more votes in the People’s Award, and connected them with organisations that could boost their profile.

Result

Between January and August 2016 the website had more than 71,000 page views, 33,000 occurring during the People’s Award’s voting period alone.

Twitter was the #1 referrer, with a growing audience of over 2,300 followers – 700 more than the previous year – and saw social media interaction from key influencers, including Comic Relief, Scope, Microsoft Education, ARM, The Duke of York, Homeless Link, Carers Trust, and the Department for Communities and Local Government.

We hit a record-breaking 38,000 votes across the website and Twitter for the Tech4Good People’s Award, smashing 2015’s figures by 111%, and tripling the numbers we saw in 2014.

Since the Awards ceremony we’ve heard from finalists and winners who have been featured in national press, connected with larger organisations to boost their profile, reached more service users and raised more money than ever before.

Tech 4 Good
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