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NSPCC relaunches its tribute fund website

NSPCC relaunches its tribute fund website

Children’s charity has redeveloped its tribute fund website with the aim of increasing income and reflecting the charity’s new brand.

The NSPCC has been raising funds from online tributes, made in memory of loved ones, for many years. It used the ‘Our Lasting Tribute’ platform developed by Whitewater and then offered by Valldata.

When agency took over ‘Our Lasting Tribute’ from Valldata in 2015, NSPCC took the opportunity to enhance its presence. As well as a redesign it introduced a new name, ‘Light Up Childhood Funds’, to reflect the brighter future that supporting the NSPCC in memory of a loved one can give to young people.

The challenge for WPN Chameleon was to redevelop the NSPCC’s presence without significant re-investment.

Redevelopment process

Original NSPCC tribute fund website

Before – how the NSPCC Tribute Funds pages looked

The WPN Chameleon team, led by Lincoln Bogartz, Digital Senior Project Manager, and Stewart Sear, Digital Creative Director, started with a series of internal workshops attended by NSPCC brand, digital and tribute team professionals. How could the brand values be incorporated into the new site? Could the supporter journeys be improved?

From the workshops the WPN Chameleon team developed a clear re-design strategy still using the Valldata platform but looking completely different and much more in line with the new brand. Using agile prototyping tools, the website was iterated to ensure the new experience was right before moving into the implementation phase.

As the new NSPCC tribute funds site began to emerge, the technical team worked on the back end implementation in its secure PCI-DSS compliant hosting environment.

The whole process took about six months. This included the creative process, the technical implementation and the data migration from the old site of existing tribute funds and donations.

Vicky Reeves, MD of the WPN Chameleon digital division, said:

“Online tribute funds are a growing part of the charity fundraising mix. As an agency we have unique experience in how digital can support in-memory giving, so we were delighted to help NSPCC refresh their tribute funds site”.

Rosalind Parry, Senior Fundraiser – In Memory and Tribute Fundraising NSPCC, added:

“Many of our supporters choose to help keep children safe by remembering a loved one with a tribute fund page, and we wanted to improve that experience, both for the person creating a fund and also for those who donate. The new site does just that, and incorporates our new brand so the look and feel is consistent and engaging.”

WPN Chameleon design, build and host websites for half the UK’s top 20 charities and has more than 15 years’ experience in creating performance digital assets for NGOs and fundraisers.




Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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