Catch22 charity's on-brand, user-centric and socially integrated website helped online take as much as 45% of total fundraising event registrations, where previously the channel had had little impact.
The website Chameleon created for us has had a real impact on our organisation. We now have an effective online base from which we can connect with supporters and integrate our social networking presence and offline fundraising activity.Alan BoothDirector of Communications, Catch22
Background & Objectives
Catch22 is a UK charity that works with disadvantaged young people. The charity believed that its website no longer adequately reflected its brand visually, and feedback from the site’s users was that it was difficult to navigate. These issues needed to be overcome, and a new site created, in order to achieve the following objectives:
- Fundraising growth
- Commissioning of Catch22’s services
- An increase in the number of supporters and volunteers
In www.catch-22.org.uk, Chameleon designed a site that more subtly displayed the charity’s distinctive yellow brand, and transformed what was previously a static home page to one more dynamic in style, with the display of new rolling visual content that is regularly updated and has an embedded Twitter feed.
The site is designed with the user journey at its heart, and now includes much clearer navigation. All content added to the site is tagged to enable the generation of dynamic pages and links. This makes it easy for Catch22’s users to find information that is relevant to them.
Integration with Facebook and Twitter, and the ability to comment on news items on the site facilitates online conversation with supporters, and allows the digital marketing team to optimise its online PR campaigns to extend the charity’s reach.
To build www.catch-22.org.uk Chameleon used its own custom-built .Net MVC CMS as this has no license or maintenance costs but is flexible enough to meet Catch22’s future requirements.
The new site also includes:
- A new and more focused donation funnel
- Ability to drag images and video onto a page, making young people's experiences and voices an integral part of the site:
- Google Maps mash-ups highlighting Catch22 services and projects all on one map:
Having Catch22’s online presence fully support its wider activity has had a profound effect on the charity’s brand visibility within the non-profit sector and the UK public as a whole, as well as significantly raising the profile of digital communications within the organisation.
The site was launched in August 2010 and since then has been featured and reviewed in various publications such as Third Sector magazine, where it scored a 5/5 for navigation and 4/5 for innovation.
In 2010, pop star Will Young became a Catch22 ambassador, helping to further boost the charity’s status both off and online. With developments such as this, social media integration became evermore crucial in helping raise public awareness of Catch22’s work and increase sign-ups for events. As a result, online now accounts for as much as 45% of total registrations, where previously this channel had had little impact.
With no investment in direct mail, appeal donations were expected to drop by at least 10% in 2010. In fact, donations in 2010 increased by 6%.
In addition to building the site, Chameleon manages Catch22’s Google Grant PPC advertising account, which increased traffic to the website by 50% within a month.