Care International UK – Transforming Digital Fundraising
Care International UK’s previous online presence was disjointed, consisting of two separate, non-mobile websites. The challenge was adapting to changes in mobile technology, SEO algorithms, online payment methods and social media in order to keep generating the funds necessary for the organisation’s world-improving work. In terms of design, the challenge consisted of increasing brand awareness by creating a unified look and feel with the worldwide organisation, while staying true to the UK audience.
We merged the two static, non responsive websites to create one mobile-friendly website, with a better user journey, an optimised donation funnel, accessible content and strong calls to action.
The new website was launched in April 2015. The responsive site was built in Drupal. It features an improved structure with layers of content suited to different devices, is more engaging and also easier to update behind the scenes.
The website is better suited to tell the organisations’ stories and showcase the difference they are making around the world. It follows a storytelling model, providing continuous relevant content to increase engagement.
There is an improved events area which is unique to the UK website, with a simple registration form and call to action. The new site is powerful and focused, leading users effectively to the areas of greatest interest and allowing them to read on and continue their journey from page to page, resulting in greater engagement and involvement.
The new website also allows for internal ads (relating directly to other Care International activities) which are dynamic and can be linked to relevant content. In order to create this feature, our developers extended Drupal functionality by creating their own Drupal Module, as none existed previously.
Landing pages are now tied in with Google AdWords campaigns, meaning users are taken directly to key content and online payment gateways, and the prominent call to action successfully leads users directly to the donations area.
Improvements in Digital Fundraising
A few days after the new site launch, the catastrophic first earthquake in Nepal occurred. Fundraising needs were at their peak. The new site passed this challenge with flying colours:
- Thousands of pounds were raised in the initial days following the earthquake, allowing the organisation to reach more than 23,000 people with food, emergency shelter and hygiene items.
- The new site layout featured a prominent call to action, successfully leading users directly to the donations area.
- The new responsive design allowed users to donate on any device, with mobile devices attributing to more than half of the total amount of donations
- The new site was stable and powerful enough to sustain the sudden surge in traffic and donations, whilst in previous times the website simply could not handle the sudden sharp peak in activity, resulting in a devastating loss in funds.
Since Nepal, the site has seen continued improvements in performance:
- 67% increase in visitors to the website
- 32% increase in pages viewed
- 53% increase in mobile sessions
- 87% increase in tablet sessions
- The website is now being considered as a template for other countries.
“The new website is a huge improvement over what we had, and the initial feedback is excellent. We are very, very happy” – Richard Edwards, Digital Manager at Care International UK
This case study was also selected by Drupal.com to be featured on its website.
Care International UK is a part of the worldwide organisation. Founded in 1945 to send Care packages' to people recovering from war, they have been fighting poverty and injustice in the world’s most vulnerable places ever since. Care International works in over 70 countries affected by conflict, crises or disasters, saving lives and developing long-term solutions to the problem of poverty. They focus on and empower women and girls, because women are the pillars of the community and they in turn help lift their family and community with them.