Site Visit - British Red Cross

The charity's new-look site aims to appeal to younger people

Organisation: British Red Cross
Agency: Aqueduct
Spend: Undisclosed
Accessibility: W3C AA

The British Red Cross relaunched its website in August to help it achieve its mission of providing disaster relief and aiding people in crisis.

Development

The site aims to attract a broad range of visitors but focuses particularly on interactive and social media to appeal to younger people: research by the Red Cross showed the charity that two out of three visitors to its old site were aged 55 or over. The new site includes video and links to the charity's Facebook page.

Design and content

The home page features an alternating central picture or video and headline, which is regularly updated to maintain a fresh appearance. News items provide visitors with an insight into the charity's operations. Extensive use of white space allows the site to breathe.

Special features

The site is built to handle a large volume of visitors and donations. This enables the charity to handle a sudden spike in visitor numbers in the wake of a natural disaster, for example, when numbers can more than triple in a matter of hours.

Red Cross staff are also now able to update content and editorial in the wake of a natural disaster. The donation process has been simplified.

British Red Cross says:

"The online world is a critical platform for us to communicate with people, get them involved in our work and campaigns, raise funds and offer them opportunities to work with one of the largest voluntary movements in the world. Our new site is fast, intuitive and easy to navigate."

Score:
Navigation: 4
Accessibility: 4
Innovation: 3
Content: 5
16 out of 20

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