International Relief Friendship Foundation
The website wasn't reaching the right audience.
IRFF UK has supported local-led projects across Africa for more than four decades. Its work covers education, period poverty and community health—but the charity was facing a new reality. A key funding source had reduced its support, and IRFF needed to create stronger routes to individual and corporate giving.
Earlier search work had increased visibility and enquiries. But the data showed that much of the traffic was not coming from likely UK donors. Many visitors were people searching for funding in the countries where IRFF works. The website contained plenty of information, but it was not consistently speaking to the people IRFF most needed to reach.
The problem was not a lack of good work. It was that the right people could not quickly see the role they could play in it.
Make the donor the person the site is speaking to.
The site had been structured like an information brochure: it explained the issues and described the charity’s work, but it did not always make a potential donor feel the difference they could make.
The new direction was built around a simpler question: “What can my support make possible?” That meant putting the donor’s role at the centre of the journey, making IRFF UK’s reasons to trust it easier to see, and giving people a clear route from a project story to practical support.
The work also recognised that one audience was not enough. Individual donors, the charity’s existing community, and potential corporate partners each need a different reason to engage and a different route through the site.
A clearer brand, a more useful website, and content with a job to do.
01
A more current visual identity
The existing identity was refreshed to give the charity a clearer, more current public face while keeping the focus on the people and projects it supports.
02
A donor-first website rebuild
The website was rebuilt in Webflow with clearer structure, consistent page patterns and a more maintainable foundation for future updates.
03
Messaging built around trust
The new content makes IRFF UK’s long history, direct-project funding model, local partnerships and real project stories easier for a potential donor to understand.
04
A simpler route to give
The donation journey was updated through Donorbox, making online giving easier than the previous bank-transfer and legacy-platform process.
05
Content for real funding routes
Archive footage was shaped into a short series for IRFF UK’s existing community, while new website content creates a clearer starting point for potential corporate partners.
Some of the videos created for IRFF UK
A video for IRFF UK's main donor community
Mobile Medical Team - removing harmful fleas
Destiny Junior School
A stronger platform for the funding work ahead.
The relaunch is now moving into its first live phase. The board has responded positively to the new website and video content, and IRFF UK now has a clearer digital foundation for speaking to donors, reconnecting with its community and developing corporate partnerships.
The next measure is not page views. It is whether the new work leads to more of the right kind of support: individual donors who understand the impact they can have, a more engaged existing community, and meaningful new partnership conversations.
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If the people you need to reach cannot yet see the difference they can make, the next step is to make that clearer.
The Brand Clarity Review looks at what customers or supporters need to understand, trust and see before they are ready to act.