British Heart Foundation

Helping BHF fundraise for their vital research

A trusted partner for fundraising across TV, digital marketing and digital products.

Putting users at the heart

We worked with British Heart Foundation to radically overhaul their in memoriam and in celebration destinations to meet the needs of a growing market.

Both Gift of Hope and Give in Celebration have users at their heart. With this in mind our initial focus was to create an improved user experience, through research and prototyping, for new site users and page creators. We also needed to ensure that existing content remained intact; these are two of BHF’s most popular, and sensitive, fundraising destinations so have a significant amount of active users. 

Prototypes were fully responsive and tested with users and feedback was incorporated into subsequent iterations until we reached a solution that fit the bill.

There was a 361% uplift in donations to celebration funds just a few months after launch. The agency continues to host and support these websites with regular updates to the creative.

Attracting new audiences

In 2018, WPNC launched a TV-first campaign to support BHF’s Dechox campaign, encouraging donors to give up chocolate for a month. The initiative was supported with integrated offline and online ads and proved a hit, with the charity beating its initial sign-ups and fundraising targets.

Encouraging donations through TV for vital life saving work

WPNC continues to help the Individual Giving and Legacy teams develop BHF’s latest “four conditions” proposition into new creative routes across TV, while staying true to the principles of direct response that have traditionally proved so successful for raising donations and attracting new donors.

Getting to the heart of communities

Supporting BHF’s retail offer is vital to income generation

BHF has one of the biggest retail footprints of any UK charity with almost 900 shops. As such, it needs to keep stores well stocked. Part of this entails ensuring around 150 of those shops that have a particular need for bigger items - such as second-hand electrical goods and furniture - are put into the spotlight.

WPNC runs a tactical, search-based programme of online advertising that highlights stores around the country which are in the greatest need of donated items at specific times. It serves the dual purpose of promoting the charity’s collection service and driving people to visit their local shop.

The search marketing approach is part of a wider strategy to improve BHF’s PPC advertising - particularly for Individual Giving where more is now spent and allocated far more effectively.