Operation Eyesight hires RareMethod to boost online donations
By Adnews Staff
Interactive marketing firm RareMethod of Calgary has been hired by Operation Eyesight Universal to construct an online program for donor acquisition, conversion and retention. Operation Eyesight, also based in Calgary, works internationally to provide eye care and treat potentially blinding conditions among those who would not otherwise receive such treatment. "Operation Eyesight's donor base is aging, while competition for support is increasing rapidly," said RareMethod vice-president John Watson. "Our challenge is to create greater awareness of what Operation Eyesight does, generate new donors and leverage relationships with existing donors." The work will include search engine advertising, a new website and a viral marketing program.