Walk the Walk

Driving recruitment and delivering a new supporters experience

We created a modern and unique website for the UK’s largest grant making breast cancer charity that reflected the nature and passion of its supporters and our digital recruitment campaigns got more supporters walking the walk.

Profile raising design

Phase 1: A new 360 degree website

Walk the Walk were looking for a new website to reflect its unique nature; the supporters who take part in its events – the MoonWalks, and other events around the world – all of which are the lifeblood of the charity. WPNC understood this right from the off, pitching a design that put the walkers at the heart of website, not just in terms of the functionality but also the design. The breast cancer fundraising sector is a crowded one, so creating a distinctive look and feel was essential.

We wanted to design a site to set Walk the Walk apart in their market, and reflect the unique nature of their very active supporter base – the walkers themselves. From the early stage designs at pitch, right through to the final look, we worked really hard with the Walk the Walk team to produce stand-out creative that is modern, fun and approachable, with a handmade feel, to reflect the character of the brand.

Stewart Sear, Digital Creative Director

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.

Guy Aubertin, Commercial Director, Walk the Walk

Targeted and personal

A single consolidated experience

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.

Taking a ‘hub and spoke’ approach to the technical model for the site allowed it to integrate with existing 3rd party services such as email, and event registration services, whilst enabling it to be flexible enough to change services in future while maintaining the core technology. The result: a future-proofed website built with an Umbraco CMS that will allow the charity to realise greater return on their investment over time.

Going the extra mile

Phase 2 and beyond: Walker recruitment & ongoing consultancy

The new Walk the Walk website www.walkthewalk.org has been well received by the client and more importantly the supporters, who have commented upon its innovative new look and ease of use. The WPNC team continue to host and support the website including ongoing conversion rate and UX consultancy.

With a real appreciation for the charity’s supporters’ and the event registration process, WPNC now also manages the MoonWalk recruitment campaigns across Search, Social, YouTube and Gmail.