Animal charity uses website revamp to highlight activity range

Improved user experience will help long-established animal charity to show its ‘personality’, reach new audiences and extend its donor-base.

James Hayes | 20th Jun 18
Image shows a dog in front of a computer to view the new Mayhew website. The animal charity wants its web presence to convey its ‘personality’, reach new audiences – and extend its donor-base.

A 132-year-old animal welfare charity has transformed its digital platforms to increase engagement and highlight the range of its animal welfare and community outreach work.

Mayhew – which provides help to homeless, neglected and abandoned animals and also provides support to pet owners – worked on its new website and online fundraising platform in collaboration with digital studio, Adaptable. According to audience analysis conducted by BMG Research in 2018, 29% of people polled heard about Mayhew through its online platforms.

“This organisation understands that by making digital a part of the charity’s wider strategy, they will be able to create more awareness, and help more animals and pet owners in need,” said Caroline Yates, CEO at Mayhew. “The new website aims to improve user experience by creating a streamlined donations process, allowing users to make a donation in as fewer steps as possible with the option to checkout with either PayPal or directly with Mayhew itself.”

The new site structure and visual navigation makes it easier to browse the website, and includes access to help from the charity’s community projects. The new site also better represents Mayhew’s cultural ‘personality’ online: the design is more playful and shows the teams behind the charity.

Yates added: “We recognise that digital is a force for good and that our website is our number one tool for brand awareness and growth. It allows us to be accessible from anywhere at any time, strengthens relationships with our supporters, and gives us a central hub to showcase the work we do. Our website is the first port of call for many of our supporters, and it’s important that it reflects us accurately and positively. It will show that we are more than just an animal shelter.”

“Mayhew does fantastic work in their local community, but also internationally,” said Dan Cooper, Managing Director, at Adaptable. “We’re thrilled to have launched a new website to showcase the rewarding work the charity undertakes to give unwanted animals the chance of finding their ‘forever home’.”

The new Mayhew website launch is accompanied by a promotional YouTube video.