Fanconi Hope is a newly registered charity set up to promote research to benefit Fanconi Anaemia affected patients and provide support to Fanconi Anaemia families. Fanconi Anaemia is a genetic disorder affecting children that causes bone marrow failure and predisposes to cancer.
In the 21st century, a quality web presence is essential to supporting the aims of any charity and especially a newly registered charity.
The goals of the site are three-fold:
- Provide support for families of children affected by Fanconi Anaemia;
- Provide resources for clinicians regarding inforation on Fanconi Anaemia;
- Promote and raise funds for research into Fanconi Anaemia
These aims let to some intense site architecture discussion about how to present relevant information to three audiences with different needs and interests. Creating a central site with distinct sections was settled upon as a way to maintain a consistent brand across all areas.
Branding played a key role in this project. It was essential that the branding should be enforced and consistent considering the vast array of worthy charities in the UK. An inconsistent brand image would send mixed messages to potential donors and supporters. Brand colours and logo were supplied and the quality of these quickly informed an effective online identity.
Establishing the charity online will take time but an extensive search engine optimisation programme has made good inroads into the niche areas the site fills. As the site develops and its reach expands, it is hoped it will be able to shoot above its size. Analytics software has been set up to track traffic levels and monitor which avenues have been successful in attracting visitors and donations. This is regularly monitor and has informed decisions about the future direction of the site.
Attracting support is an aim of every charity. To help that, social networking has been utilised with the creation and promotion of areas on popular sites Facebook and LinkedIn. This has led to a rapid expansion of the number of people known to the charity with an interest in Fanconi Anaemia.
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