Parkinson’s UK, the national charity that supports sufferers of Parkinson’s and their families, is to overhaul its digital strategy.

The charity hopes to bring together a number of separate strands, including its online forum and social media communities, under one “umbrella” strategy.

It has appointed digital agency SiftGroups to carry out a usability research project to establish how people are using and navigating the site. Findings will be used to develop a long-term digital strategy that will include an overhaul of the website and its community forum.

It hopes to develop its strategy to use digital channels and social media to support its “ambitious” fundraising targets.

Liz Winthrop, head of digital at Parkinson’s UK, said, “Thanks to the growth of social media, we have all these effective communities, but it can be a bit siloed, so we want to find out how we bring it all under one umbrella.
The charity has gone through a lot of changes in the past few years and we’re getting all this data and looking at how we deliver it online. What we want to do is inspire people to want to raise funds and to have a relationship with the charity.”

The digital strategy overhaul follows the charity’s rebrand to Parkinson’s UK from Parkinson’s Disease Society last year and a consumer research study earlier this year to identify hard to reach groups, as part of its goal to raise awareness and reach every person in the UK affected by Parkinson’s.

This story first appeared in Marketing Week


Published 17 October, 2011 by NMA Staff

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