Winner
Macmillan Cancer Relief website
Client
Macmillan Cancer Relief
Consultancy
Synergy Communications

The brief
Charities are operating in an increasingly competitive market. They must constantly attract new supporters while retaining existing ones. As well as informing supporters about where their donations go, the group who the charity represents need to be kept up to date; the vast amount of information – in print and on the internet – is overwhelming.

Macmillan Cancer Relief recognises that people living with cancer not only need physical support – in the form of the charity’s highly regarded nurses – they also require reliable and up-to-date information. This information should be delivered in a positive, friendly, and supportive way, yet it should avoid raising false hopes. It is a common misperception that Macmillan caters only for the terminally ill: the charity actually provides a wide range of services.

The charity needed a website with a thoughtful, inclusive approach to cater not only for cancer sufferers but also for health professionals and vital charity supporters.

The design
Synergy created a Macmillan website which focused on real people as the guide for each section. It is designed to be welcoming and easy to navigate for even the most inexperienced web user. The site also incorporates the charity’s online Christmas card catalogue, a core element of the charity’s funding.

The website provides important information, offering help and support about Macmillan’s services, as well as enabling health professionals to share vital resources, research and news.

The results
• Since its launch in January 2003, there has been a 74% rise in visitors to the site.
• The number of people signing up to the charity’s Challenge events via the web has increased exponentially. 103 people signed up to 2003’s Great North Run, compared to just four the previous year.
• The online catalogue’s target was for 500 Christmas card orders producing £18,000 in sales. In the end, 1,344 orders were placed, generating sales of £49,881.
• The site has raised £22,700 in online donations, with 80% of donations coming from first-time givers.