BWCHC were managing two websites that had grown and become unwieldy over time – powered by an outdated platform which didn’t allow for much content flexibility and also required a high yearly subscription fee. We worked together to launch two future-ready digital experiences that would help them embark on their ambitious plans to significantly increase support and improve retention for existing donors. We also had to balance the needs and asks of multiple stakeholders across the organisation, and consider a variety of user groups, from individual giving to corporate partnerships.
Birmingham Women's and Children's Hospital Charity
Launching a fundraising platform to help sick kids
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Overview
Birmingham Women’s and Children’s Hospital Charity raises funds to improve care and patient experience for over 150,000 women, children and families treated each year. Donations help to fund better environments, technology, research and support services across the two hospitals. They partnered with us to launch a brand new multi-site and donations platform to increase awareness and fundraising income across both charities.
Visit Site
Deliverables
WordPress CMS
SEO Strategy
Multi-site
Donations funnel
“It’s really important for us as a charity that we work with partners that share the same values as us. It was clear right from the offset that we’ve got that shared connection. We’ve worked together as a team, we’ve worked closely together. It’s never felt like an agency and a client, it’s felt like one big team.”
Nicky Weston
Head of Marketing & Comms, Birmingham Women's and Children's Hospital Charity
The challenge
Improving the supporter journey
Website analytics indicated that the percentage of returning visitors was quite low. BW&CHC rely heavily on the ongoing engagement of their supporters, so it was vital that they built an experience that encouraged users to keep coming back. Both sites feature a streamlined supporting journey, putting important content front and centre and minimising clicks to get to key next steps. Functionality around events, another key fundraising activity, has also been improved so that users can sign up more seamlessly.
Increasing impact
As part of the project, we implemented several features that would help BWCHC boost their impact. With so many departments and aspects of patient care needing their support, they regularly run targeted appeals for particular initiatives. These have a dedicated section with landing pages for each appeal, with a visual totaliser showing the target amount and current amount raised. Donations are attributed to the relevant appeal if the user enters the funnel via that route. Once in the donations funnel, users are asked if they’d like to cover transaction fees, as well as being prompted with messages to increase their donation amount.
Visibility & reporting
The donation funnels on both sites integrate with Salesforce, allowing for improved reporting and smoother collection of supporter details, helping with future engagement. The donations funnel captures UTMs from their custom campaign URLs, automatically recording the source of a donation, enabling the charity to attribute giving to specific channels and campaigns, and adjust strategy accordingly.
SEO & Content Strategy
One of BWCHC’s key objectives for the new sites was to improve organic visibility and performance. We conducted an audit of current performance, content and technical structure across both existing sites, using the learnings to inform and shape strategy for the new project. This included identifying keyword opportunities and content focus areas, advising on structure and hierarchy, and managing redirects.
