In 2018, RAF Benevolent Fund (RAFBF) recognised the need to update their engagement programme in the light of the changing digital landscape. What’s more, 2018, 2019 and 2020 would all see significant anniversaries for the RAF and RAFBF, making this the perfect time to build a digital presence that’s fit for purpose. WPNC’s digital experience studio, Addition, devised a new way to engage both new and prospective supporters.

what we did

Our solution was the recently-launched ‘Storylines’, a long-term multi-channel programme designed to attract new prospects, donors and fundraisers, whilst also building deeper relationships with existing supporters. Storylinesinvites users to post and share stories of RAF life, either their own, or those of relatives.

Having devised ways to encourage people to upload, read and share stories, the team moved on to the next phases of this programme. First, we enhanced data collection on the site, capturing email addresses to grow our prospect pool of supporters and donors. The next stage is to build-in the fundraising element – something we’ve begun by implementing goDonate, our online donation platform.


The Storylines site has been in soft-launch and already 
more than 100 stories have been uploaded by users.

The launch campaign is being complemented by social media and Facebook Canvas to help encourage the uploading and sharing of stories.