RNLI

 As a charity, it is almost entirely dependent on donations and legacies to ensure it receives the necessary level of income to support these lifesaving services. Against the backdrop of a fundamental online shift in donor behaviour, and in the context of an increasingly competitive landscape for charitable giving, the RNLI decided to embark on a major transformation programme. The aim was to put digital at the core of its fundraising future, and Yoyo was tasked with leading this change.

The approach

With dozens of moving parts and many stakeholders involved, the RNLI.org redevelopment project required an agile approach and open lines of communication.

Re-platforming: We selected Sitecore as the ideal CMS for RNLI. It gave them an extremely flexible, enterprise-level platform to consolidate back-end activity across the main site and various microsites.

Creative: We undertook a thorough design refresh, validating all creative concepts with external user-testing to ensure they resonated with the target audience.

Third-party content: We had to manage integration with multiple feeds, including lifeboat launches, weather from the Met Office, and tidal information. Many sources were unconfirmed when the project commenced, making it important to manage risk and move them into as early a sprint as possible.

As lead digital agency, we have helped deliver multiple fundraising campaigns while providing ongoing insight, ideas and strategic support for the wider Digital Transformation Strategy.

Yoyo’s integrated approach guided the development of the site smoothly from planning to design, build, content population, test and staged launch.