CMB to NYC

November 2015

CMB to NYC

November 2015

When the University of Virginia’s Cavalier Marching Band was selected to perform at the 2015 Macy’s Day Thanksgiving Parade, we were thrilled. Our relatively young band, created in 2004, thanks to a gift from a major donor, had reached a new level of success. But the price to attend the parade—and move/house all that equipment and band members—is $250,000.

The CMB to NYC microsite was designed to create excitement, provide information, and encourage giving to the University of Virginia Cavalier Marching Band. Targeted emails, social media, and the enlistment of social media ambassadors were used to drive traffic to the site.

The CMB to NYC website uses real-time data retrieval of online donations to trigger a series of 10+, carefully sequenced animations showing progress against fundraising goals. Use of AJAX allows continual data updates for a more seamless user experience.

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