Able Child Africa approached iirth looking for a full rebuild of their website. Able Child Africa wanted to improve the UX (user experience), CRO (conversion rate optimisation), the creativity of the site whilst also bettering the SEO (search engine optimisation).  They were looking for a clear strategy for increasing their conversion rates and increasing the number of donors through their website.

New Brand Identity

Iirth looked at the existing digital presence and noticed low engagement across online media, using Google Analytics we noticed high bounce rates on the website. We cross-compared the organisation to the leading competitors. Working closely with the team at Able Child Africa we decided to start with rebranding the charity to give them a refreshed new look which consisted of a clean, modern logo.

A Complete Rebrand

From business stationery to tone of voice, we worked alongside them to execute a stunning refreshed brand. We opted for a clean and friendly colour palette with a modern design. The brand represented Able Child Africa’s work, values, ethics and all the hard-working people behind it. The branding guide included everything they would need to carry out their day-to-day operations and marketing efforts.

Design For Print

The annual reports and corporate brochures had to be redesigned as Able Child Africa is very clear about how they handle their business. The reports are given to donors every year, with documents that show the difference the donations make. Iirth redesigned the annual reports and corporate brochures so they would reflect the new brand, and would make it easier to understand financial reports.

The website

Iirth designed the new website focusing on UX. We installed user tracking software, Hotjar to understand the existing current user journey. We also used Google Analytics data to build new and optimised user journeys that would appeal to Able Child Africa’s target audience. We opted for a clean, modern, and user-friendly design, introducing features and functionality to ease the user experience, such as a sticky banner to ensure users could easily find the donation option. As always, we designed both a desktop and mobile site.

Part of the process included communicating back and forth with senior members of the Able Child Africa team, who believed in our abilities and the process. They allowed us to spread our creativity and add functionality where we saw fit.

The new website included a simple to use, donation platform which allowed users to choose an option to donate one-off or set up a direct debit to go out monthly. This custom donation platform was a warm welcome and important addition to their new digital identity.

Social Media Content Creation

The challenge was to publish relevant content about the various campaigns and to position themselves as the leading charity supporting disabled children in Africa. The solution was to create a clear framework for content, to ensure various stakeholders’ relationship needs were being met through a specified list of content pillars. Alongside this, it was important for iirth’s resource to remain agile, so that content was posted and reacted to in a timely manner, so the pages were up to date with the most up-to-date, credible information.