The British Red Cross is to introduce a host of new online services as part of a move to transform its information-based website into a significant fundraising and recruitment channel.
It has appointed RedEye, an online services company, to assess its current website before introducing a range of personalised options to encourage more people to make donations.
These are likely to include tracking the progress of existing fundraising campaigns, monitoring how a donation is spent and allowing each visitor to stipulate the type and frequency of emails they receive.
The charity hopes that the move will increase online donations and encourage more people to become regular supporters.
"We've always invested a lot of time and energy in our online fundraising and communications," said Colette Coyne, e-communications manager at the Red Cross. "Now we have to focus on tying up the loose ends and making sure that each visitor to the site gets exactly the kind of experience that best suits their needs and interests."
The British Red Cross joins a wave of organisations, including Greenpeace and WWF UK, that are starting to invest more money in developing their online offer.
Oxfam recently launched a new online fundraising campaign using banner ads on lifestyle websites in an effort to recruit new supporters and boost online donations.
"We have no doubt that this is a really important part of the future activity of the charity," said Coyne.