CMB to NYC
The fundraising page for the Cavalier Marching Band's trip to NYC to march in the Macy's Thanksgiving Day Parade.
When the University of Virginia's Cavalier Marching Band was selected to perform at the 2015 Macy's Thanksgiving Day Parade, the achievement was remarkable. The relatively young band, founded in 2004 thanks to a major donor, had reached a new level of success. However, the cost to attend the parade, including moving and housing all the equipment and band members, was $250,000.
The CMB to NYC microsite was created to generate excitement, offer information, and encourage donations to the University of Virginia Cavalier Marching Band. Targeted emails, social media posts, and social media ambassadors drove traffic to the site.
The site pulled real-time donation data to trigger a series of animations showing progress toward the fundraising goal, and Ajax kept the totals current without a full page refresh. The campaign met its $250,000 goal, and the band marched in the 2015 parade.
