Alzheimer’s Research UK
A cure for Dementia is on the horizon. We made the site that will help make this happen.www.alzheimersresearchuk.org
Dementia is a growing concern and a major focus. In fact, it is the biggest killer of women in England and Wales, almost three times as many women as breast cancer. A cure desperately needs to be found.
Alzheimer’s Research UK (ARUK) is the UK’s leading dementia research charity. And, with a new brand and a new ambitious fundraising target, it was clear that the team were upping their game.
Why? In early 2015, ARUK announced a £30m Drug Discovery Alliance, as part of their £100m Defeat Dementia campaign, which sees research centres pooling their expertise to find a cure. A cure for this devastating disease is on the horizon.
With these advancements there was a need for a new site, which matched up to the scope of ARUK’s work.
We believe that charity websites shouldn’t just be about a charity’s mission, but actively work to achieve it. Here were the objectives we worked to achieve.
- Increase online fundraising income.
- Increase awareness and communicated the organisation more effectively.
- Position ARUK as a key source for health information and dementia support to encourage a reputation for thought leadership.
- Reduce the internal workload across the organisation.
Here’s how we met these objectives:
Increased online fundraising income.
Since the launch, the goal conversion rate on the site has increased.
To increase this conversion rate, we worked with multiple stakeholders to deliver a seamless journey into ARUK’s donation process, promoting it at key moments in the user journey, and giving ARUK the ability to tailor call-to-actions across the site.
Given that the popularity of mobile fundraising is growing (30% of those who made donations on their mobile phones in a 2013 study wouldn’t have made them through a different medium) we also made sure that text giving was featured prominently throughout the site, even more so when the ARUK is accessed by a mobile phone.
Through our user research, we found that telling compelling stories, and sharing knowledge about ARUK’s focus areas and impact, was crucial to gaining new supporters and donations. As such, we made sure that ARUK could tell these stories online, using custom layouts to immerse the users in the cause.
In order to see where the donations are coming from, and measure the effectiveness of campaigns in the future, we implemented Google Analytics tracking in a novel way.
ARUK can see the income from their website, and work backwards from that to see the pages, stories and social media updates that are driving the most donations. This informs fundraising strategy, not just digitally, but across the organisation.
As well as pushing direct donations, a new area was developed to encourage fundraising. A list of different ways to get involved presents more than just a plea for support. A dynamic events calendar, and map, offers users a chance to sort events based on fundraising, sport-activities and research, so that they can find the right opportunity for them, instead of being overwhelmed by too many options.
Embedded digital sign-up forms throughout the site also provided ARUK with further conversion points, encouraging users to share their details. This not only helps ARUK to establish more relationships with their users, but also presents further support and campaign opportunities via email.
Increased awareness and communicated the organisation more effectively.
Due to a new navigation, the site is now much more intuitive to use. We created this based on intensive workshops and user research, with careful consideration of user journeys. ARUK is now fully able to communicate the extent of its research, offer key information and guidance to people affected by dementia, and keep supporters updated on the progress in finding treatments and, eventually, a cure.
We created a flexible design for project pages, which helps to communicate the work that ARUK do, as each project is unique and needs a flexible design to match.
These projects were plotted on an interactive map, to show the reach of ARUK’s work, as well as showing people that the fight against dementia isn’t happening inside an anonymous lab somewhere, but right on their doorstep, with the smartest researchers in all parts of the country.
A major focus for ARUK, as a research charity, was to help people to understand that their focus was on the people affected by Alzheimer’s. We also chose to use a 70/30 split when it came to imagery of people vs. science, to highlight that people running, baking, and donating are just as important as test tubes, slides and chemicals.
Developed ARUK into a key source for health information and dementia support to encourage a reputation for thought leadership.
Thought leadership is about much more than ‘new ideas’. It’s about reputation. When done well it can generate traffic from search, it can drive social sharing, and it can even generate a sense of trust. Your website is increasingly becoming the way in which most people will find out about a charity. Think of how much you search for in Google every day. If you focus on good content, the kind of information, help or advice that you would be happy to give in-person, or over a helpline, you will start to forge real relationships with your users, as well as a reputation to be envious of. You can even measure this in Google Analytics, so it can be counted towards impact reports.
When it comes to ARUK, the pages-per-session and pageviews have increased since the new site has launched, which suggests more browsing on the site, and increased user engagement.
Every piece of copy and media is editable by ARUK, as far as the homepage itself – which, for many sites, is an area that is often hard-coded and difficult to change without the necessary skills. This means that every project, piece of information and article can quickly be added to the site using the flexible, bespoke templates, which gives enables ARUK to continue to grow the site themselves, without the aid of an agency, whilst, at the same time keeping supporters updated.
As different types of posts were created, they were also tagged to create relationships between content. Doing this means that, when reading a page or a post, a user would automatically be presented with related content, encouraging them to keep interacting with the site, discovering more than before.
This feature also makes it possible for ARUK to truly manage its content, because it creates a simple list of things that need updating, which can be devolved to the appropriate team. Instead of a messy tree-like structure with duplicated content, which is often the case.
Reduced the internal workload across the organisation.
It is now much easier than before to upload new content to the website, reducing the time spent on editing and upload. The new site structure means that information is much easier to find, and as a result, should mean that there are less calls and queries from users to staff. This is also aided by the new FAQ section and a more effective search function, which works to help users find what they need quickly and effectively.
While the hard work may not be over for Alzheimer’s Research UK just yet, we’re confident that they will develop treatments and, eventually, a cure for dementia. And we’re proud to have played a part in that by helping them to get their digital presence sorted.