Since 2007, the charity has been presenting its annual reports online as Impact Reports, with video stories to better engage audiences than paper-based communication.
Its use of case study videos was a first in the industry - it can easily convey the personal stories of people whom the charity has helped over the year, clearly and accessibly.
In June 2011, it will be launching its new website, with the latest technology to engage and inform its key audiences:
- Personalisation - content that appears in pages can be tailored according to the visitor, improving relevance
- Its supporters will generate more of the site’s content. A strong community and social functionality, giving its audience a voice of their own
- It holds ‘social media parties’ online, in places such as Twitter, Facebook and YouTube. These have given the charity a 416 per cent increase in user interaction
- Social media is embraced throughout the organisation - its chief executive regularly takes part in live Twitter Q&As, continually raising its profile
"I fully support our innovative work online - it’s highly effective and excellent value for money," said Jackie Ballard, the chief executive. "I really enjoy the Twitter Q&As and our online videos show our huge impact in a way that is that much more effective than if it was just on paper."