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Giving Tuesday Precedent BHF

British Heart Foundation overhauls website as part of ongoing strategy shift

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By Natalie Mortimer, N/A

December 2, 2014 | 3 min read

The British Heart Foundation (BHF) has overhauled its website to coincide with #GivingTuesday, a global campaign encouraging people to give their time or money to charity, as it continues its implement its 2020 strategy.

The website will form a critical part of the strategy and is designed to drive engagement with heart patients and supporters, convert users into fundraisers and donors, and deliver a suite of online tools designed to boost fundraising and donations.

“The first thing you’ll notice when visiting the new website is that it has been radically de-cluttered,” said Lindsay Herbert, global head of digital at Precedent, the agency behind the new platform.

“The focus is now firmly back on the person visiting the site rather than organisational structures – everything around the site is dedicated to supporting and elevating the user experience.”

The new site enables supporters to choose to donate in memory or celebration of someone or donate via specific campaign.

Social media is another new focus for the BHF website and anyone interested in participating in an event can now register online and manage their account in a seamless user experience. It provides the ability for fundraisers to have fun, be competitive, and managing the event more easily.

Chris Thorn, head of digital at the BHF commented: “Scalability is key to match our strategic ambition for growth, and we now have a platform that gives us the flexibility and tools to grow a digital-first approach within the organisation. The launch [of the site] is just the beginning of our digital journey. After launch we will be working with Precedent to deploy new features to the site, as testing with our visitors’ reveals new opportunities to improve what we do.”

BHF partnered with Precedent in 2013 as part of plans to overhaul its digital assets and lay the foundations for the charity’s five-year growth plan.

Giving Tuesday Precedent BHF

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