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, which was created in 2004 thanks to a gift from 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, and social media ambassadors were utilized to drive traffic to the site.
The CMB to NYC website utilizes real-time data retrieval of online donations to trigger a series of carefully sequenced animations, showcasing progress towards fundraising goals. The utilization of AJAX enables continuous data updates without refreshing the browser, enhancing the user experience.
