Website Rationale Report: Fundraising Campaign Analysis

This report provides a rationale for a fundraising campaign website, discussing the target audience, communication strategies, and website development process. The report emphasizes the importance of online communication tools, such as websites and social media, to reach a broader audience and increase fundraising efforts. The report highlights the advantages of using a website over traditional methods like newsletters and brochures, citing its cost-effectiveness and accessibility. Furthermore, it explains the various stages involved in website development, including requirements gathering, design, coding, testing, and deployment. The report also mentions the use of paid advertisements and social media platforms to drive traffic to the website. References to academic papers support the use of these strategies.

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Rationale
Student’s Name
Institution

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Rationale
Target audience
The target audience for this communication consists of people and organizations who are willing
to help the needy in the community. Various people such as philanthropists are instrumental in
contributing to fundraiser campaigns aimed at assisting the helpless people. Also, charity
organizations provide much-needed assistance to the needy (Balassiano, 2010). This audience is
targeted as it is likely to be persuaded to provide funds or help in various forms to assist the sick
children.
Purpose
The purpose of the communication tool is to create brand awareness about the fundraiser
campaign organized to help the sick children. Through the chosen communication tools, more
people can be reached and informed about the campaign which is likely to increase the amount
of funds obtained in the campaign. The communication tool used in the campaign is a website
which will be designed to provide detailed information about the fundraising campaign. The
website URL is: http://help-a-sick-child.weebly.com
Rationale
To meet the objective of the campaign, one has to use a communication tool that can reach a
wide audience at less costs. A newsletter and brochure incur more costs than a website as they
have to be printed and distributed. On the other hand, a website is created using various
platforms available and hosted. It can be accessed from different devices hence is the appropriate
communication tool for this campaign (Evans, 2009).

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The website will be marketed via social media as well as paid ads. Through social media
platforms, more users can view and visit the website. Online adverts will also leveraged to reach
out to the target audience and drive traffic to the website. The website requires IT experts to
develop and host it as well as capital for covering labor costs and other costs incurred during
development process.
The website development process includes the following activities:
 Requirements gathering
 Requirements analysis
 Scope definition
 UI design
 Database design
 Template coding
 Back-end development
 System testing
 Website deployment
 Project closure

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References
Balassiano, K., & Chandler, S. M. (2010). The emerging role of nonprofit associations in
advocacy and public policy: Trends, issues, and prospects. Nonprofit and Voluntary
Sector Quarterly, 39(5), 946-955.
Evans, D. S. (2009). The online advertising industry: Economics, evolution, and privacy. The
journal of economic perspectives, 23(3), 37-60.