WHO Foundation

Brand development
Website design and build
Publications

The WHO Foundation was created to raise funds to boost the impact of the WHO globally. Our role was to implement a new brand across the digital domain and to address why their existing site wasn’t achieving their goals. Our priority was to present a simplified narrative of the WHO Foundation, its relationship with the WHO and realignment away from individual donations.

Developing the online brand

When developing for online use, accessibility requirements are a core consideration, so we defined acceptable colours and combinations, as well as usage for type over imagery. Once the foundations were set, we were able to create a look and feel that promoted the brand and emphasised the human focus in everything the WHO does.

Creating engaging website content

A key part of the brand development was to define a tone-of-voice that expressed the personality of the WHO Foundation, and to develop content that would resonate with key audiences, partners and donors. We created all website content, tailoring the copy (in line with feedback from our consultation) in the sections dedicated to speaking directly to principal donor groups.

Primary website development – UX/UI and explanation of donor journeys

Our findings directed us to design a structure of the website that catered to specific and general usage, with UX/UI suggesting that in addition to the general informational content that there needed to be dedicated areas of the site for principal investors, which necessitated us in creating a unique secondary level of navigation to provide clear pathways for this important group.

Donations strategy and optimisation

An important part of the new online offering was to propose approaches to ensure individual donations increased. As individual donations were in conflict with the higher-level corporate donations process, we created a separate site dedicated to this audience. Optimising donation pathways and simplify the payment process. Our UX/UI and technical teams collaborated with Fundraise Up to research and trial the optimal approaches, resulting in an improved donor journey and simple campaign set up and management for the WHO Foundation team.

Donations strategy and optimisation

An important part of the new online offering was to propose approaches to ensure individual donations increased. As individual donations were in conflict with the higher-level corporate donations process, we created a separate site dedicated to this audience. Optimising donation pathways and simplify the payment process. Our UX/UI and technical teams collaborated with Fundraise Up to research and trial the optimal approaches, resulting in an improved donor journey and simple campaign set up and management for the WHO Foundation team.

Brand activation

In line with the new brand a range of excitingly diverse materials were produced, Annual Reports and Fact Sheets to promote organisational values, strategic documents to support the fundraising teams and online and interactive materials and videos that highlighted their involvement in high-profile, media promoted initiatives with partners such as Maybelline – all increasing visibility and engagement across a wide range of channels.

Impact

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