Nominet and Samaritans established a ground-breaking Digital Transformation Partnership in 2019.
Bringing expertise in technology, and philanthropic funding, Nominet is supporting Samaritans to research, design and build three new digital and data services for its users and staff to transform the reach and effectiveness of Samaritans’ work. One of these is an online chat service, which offers a new way of contacting Samaritans, ensuring the charity’s services are accessible to more people, and suit the increasingly digital preferences of young people in particular. Pilots in 2019 demonstrated the need and demand for the online chat service, with the charity receiving many first-time contacts from young people in need of support.
Between December 2019 and January 2020 Nominet ran a highly successful cause-marketing campaign in support of the Samaritans’ pioneering online chat service. For every new .uk domain registered in a six-week period, Nominet donated £1 to launch the service in the coming year.
With a powerful co-designed multimedia advertising campaign underwritten by Nominet and designed by creative partners, ByExperience, the initiative raised £150,216 for Samaritans, more than 5% over the forecast with a reach of over 12 million which was 20% above our anticipated target of 10 million. It raised awareness not just of Samaritans, but of this vital new online chat service launching in 2020.