Redweb is delighted to have been selected by the Royal National Lifeboat Institution (RNLI) to provide a host of digital services. The appointment falls within a new online strategy to support the charity over the coming years.
Following an extensive three-way pitch, Redweb was selected based on its comprehensive range of digital skills, quality, track record and value for money.
The work will initially centre around the main website (www.rnli.org.uk). First phases will include significant user research undertaken by Redweb's in-house User Experience (UX) team.
Head of UX Paul Seys comments "In order to meet the objectives of increasing online donations and awareness, we need to understand how the charity is perceived. We are conducting research across Scotland, England, Wales and Ireland and the results so far are very insightful.
In the pitch we put significant emphasis on the four factors that influence visitors to a fundraising website. These are monetisation, education, localisation and empowerment. The art is to get the balance right. People want to know that their donation makes a difference and, with 235 lifeboat stations across the UK and Ireland, the potential for people to gain a greater affinity is a fantastic option.
In addition, we want to look at the perception of the more inland audience. London has one of the busiest stations – Tower, on the River Thames – and we aim to capitalise on such facts."
The new RNLI site is due to launch in autumn 2011, so the Redweb team have much to do.
RNLI's Emedia Manager Nigel Saxon said "I was impressed by Redweb during the pitch stage, and the work to date on the project has been very revealing. Digital gives us a great opportunity to build relationships and involve members and benefactors in the work we do. The ability to maximise the whole RNLI experience, from the actual lifeguards and crews to the virtual world, is very exciting."
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