Walk The Walk steps up a gear with new website » Charity Digital News

Walk The Walk steps up a gear with new website

The largest grant-making breast cancer charity in the UK – best known for its MoonWalk fundraising events – has launched a one-stop online destination for supporters.

The new website at www.walkthewalk.org, designed and built by agency WPN Chameleon, reflects the evolving needs of fundraisers and donors, and also provides a 360 degree view of supporters for the charity.


A unified brand experience

Whereas previously people needed to use many different sites and systems to interact with Walk The Walk and participate in events, raise money or donate, now they have a single consolidated experience. This allows supporters to find and register for any type of event, view their event history in their account, and use a number of community features such as the buddy system to help ‘Walkers’ find a training partner.

The breast cancer sector is a crowded one, so creating a distinctive look and feel was essential.

Walk The Walk’s commercial director Guy Aubertin said: “As a dynamic charity brand with a growing supporter base, we wanted to ensure the digital experience of our organisation and our events was engaging, inspiring and a joy to use. And the time was right to put in place a single view of how people engage with us to allow our supporter communications to be much more relevant, targeted and personal.”


Technical strategy

With over £100m raised to date and nearly half a million people having taken part in one of the charity’s challenges, the scale of managing the supporter experience had become an administrative challenge. The website technical strategy tackled this head on.

Carl Edwards, CTO at WPN Chameleon, said: “We took a hub and spoke approach to the technical model for the site, allowing it to integrate with existing 3rd party services such as email and event registration services, but also giving flexibility to change services in future while maintaining the core technology. This means the site is future-proofed so Walk The Walk will realise greater return on their investment over time.”

The site was built on open source CMS Umbraco.

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