NSPCC

Giving child protection a voice in the digital age.

A long standing strategic partnership.

Delivering new journeys

How we modernised donor engagement with online expertise

WPNC began working on NSPCC digital donor journeys back in 2015. After the agency applied its user experience, design and development expertise, the NSPCC’s online and mobile donation strategy and platforms were functionally solid, but the pathway to donation also needed emotion to take advantage of new ways of giving.

The agency investigated NSPCC’s online giving, by testing and monitoring user responses throughout the donor journey. WPNC later then implemented its new donation platform goDonate Enterprise with exceptional results.

Several streams of activity have been awarded to the agency since then. One has involved overhauling and managing the Child Protection in Sport website. Another is Light Up Childhood, the NSPCC’s highly successful online remembrance fund service, which benefited from a redesign by WPNC. Meanwhile, the agency and charity have also collaborated on the launch of an online learning portal. It’s now up and running, featuring downloadable tools and resources.

WPNC have been great to work with, taking the time to understand our internal challenges while always striving for the best solution.

Sam Keith, Senior Digital Manager, NSPCC

Compelling results

Online donation journeys: regular giving conversion on goDonate platform increased by 28% and single donations by 13%. Calls and online enquiries describing issues with an online donation have dropped 90%.

Light up Childhood Funds, design and management: receives six-figure income each year.

NSPCC elearning website

Alexa, donate now!

Talking up the future of fundraising

WPNC is currently working on the next phase of online donation, harnessing the exciting world of voice-based giving. In association with the NSPCC and Amazon, the agency has developed an Alexa skill around the charity’s PANTS campaign.

The initiative helps parents explain to their children how to stay safe from sexual abuse, using songs and games to make the experience informal while sharing serious information with youngsters. Simultaneously, users can make a gift simply by asking Alexa using Amazon Pay – making NSPCC among the first charities to offer voice donation. This was also the genesis of WPNC Addition’s new platform, goDonate Voice, which extends options for donors to give into the burgeoning voice channel. 

The idea was initially presented by WPNC digital team at a quarterly meeting with the charity, where the agency shares the latest technological developments from around the sector and the wider digital industry.

We are proud to have supported NSPCC over so many years in a number of different ways. We’re excited to see the charity go from strength to strength, supporting the organisation as it continues to embrace new technology to engage supporters.

Vicky Reeves, Digital Managing Director, WPNC

Ongoing collaboration

From digital projects to partnership

WPNC now proudly counts itself as an NSPCC strategic digital partner, working on digital service delivery and continuing to look after online in-memory and event fundraising, along with donations.

WPNC also has a tradition of supporting the charity’s wider offline marketing with creative and strategic expertise. Founder and chairman John Watson served on the NSPCC national executive board, offering senior counsel about fundraising communications.

The agency employed its market-leading Response Insight Tool to evaluate different propositions and used the output to create a series of successful DRTV campaigns. It has also developed integrated campaigns using TV, mail, outdoor and community fundraising, notably at Christmas, such as the “Call For Help” initiative to highlight Child Line services at a busy time of year.