Baigent was commissioned in May following a strategic pitch in April. The consultancy was selected over five others because of its experience in online fundraising projects, says Child Bereavement Charity head of fundraising and marketing Ian Davis.
Baigent was briefed to create a website that appealed to bereaved children and families that had lost children, as well as professionals wanting to support these people and potential donors.
Baigent creative director Steven Ramsay says, ’The previous website was struggling to engage with its audience. It didn’t have the emotional reactions.’
Davis adds, ’For bereaved families in a state of distress the website wasn’t easy to navigate to find to relevant information.’
The new site, which will launch in late August, uses a lot of white space and looks contemporary and clean to fit the charity’s sharp messages, says Ramsay.
Each page features a different abandoned children’s toy and the search button and Facebook and Twitter icons are hand-drawn to complement the Child Bereavement Charity’s child-drawn logo.
Ramsay says, ’With the toys we tried to express this terrible thing that happens, but also make donors remember what they meant to them.’