Modernising digital fundraising for a leading health NGO
Supporting Amref UK’s strategic goals with a website redesign
In 2021, Syndicut worked with the UK branch of Africa’s leading health NGO, Amref Health Africa, to deliver a complete redesign of their website.
At the time of the project, the charity were one year into their 2020 - 2023 strategy which was focused on doubling the income and increasing the reach of Amref UK. The website needed to be a key asset in meeting these goals and exhibiting the vital work the charity does to secure the right to health and break the cycle of poverty.
The main objectives were:
- To create a website that is flexible to edit, easy to maintain and future-proofed
- To engage people with high-quality, accessible content and to accurately represent their expertise and reputation within the global health sector
- To encourage users to engage with the charity by taking action (e.g. through online donations, online purchases or by subscribing to the newsletter)
To meet the first objective, the decision was made to build the site in Umbraco CMS so the Amref team could manage and maintain the website content. This choice also ensured that the site was future-proofed as they could easily add new content to the site and the platform itself would update automatically.
For the second objective, we created a web design focused on effective information architecture. Key figures, projects and impact stories were highlighted on every page to emphasise the importance and effect of Amref’s work. For the homepage, a news listing component was built to ensure that the latest from the charity’s newsroom would be immediately displayed to visitors as well as reports from those driving change on behalf of Amref. Most importantly, on the ‘Our Work’ page, we included a styled Google Map showing Amref’s projects as pins across the continent. When a user clicks on any pin, a short project summary appears, presenting users with the charity’s work in a visually accessible way.
Finally, to encourage visitors to engage with Amref UK, we drew on the knowledge we had gathered on key audiences and likely donation scenarios to provide creative and technical solutions. First, we simplified the customer journey, made certain it was clear across the site how Amref uses donations and included a donation link in both the navigation and footer of the website. In collaboration with the Amref team, we also designed an impact calculator for the donation page which displays what Amref UK could do with three pre-defined donation amounts. When one of the pre-defined amounts is selected, a small sentence and relevant image appear to communicate the work Amref could do with the sum and reinforce to the audience how their donation would be used.
Through this collaborative approach, we delivered a website that has been essential in supporting Amref UK’s strategic goals and raising greater awareness of the charity.