National NFP: campaign microsite framework in Oxygen

Rapid campaign shells on a shared WordPress install, brand-safe, donation-ready, measurable.

28 August 2022

Sector: Not-for-profit

Focus: Website Design & Development, WordPress, Oxygen Builder

Situation

Annual appeals needed fresh creative, but rebuilding from scratch every year was not realistic. Donation flows lived on a third-party subdomain, which made the journey feel disconnected from the main story.

What we focused on

  • Reusable appeal kit: Hero, story, impact stats, and donate modules in Oxygen, swap copy and imagery fast.
  • Brand tokens: Colour and type ramp so campaigns felt on-brand without designer on every page.
  • UTM discipline: Consistent parameters for email, social, and paid so reporting stayed honest.

Outcome

Shorter launch cycles for appeals and clearer attribution between channels.

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