The Childhood Trust

Award-winning digital transformation for London’s child poverty charity

The Childhood Trust is London’s child poverty charity. Founded in 2013, it supports grassroots charities and projects across the city through match-funding, with the goal of providing aid to the 700,000 children living below the poverty line. 

JBi Digital was honoured to be named The Childhood Trust’s long term digital partner in 2020.

As part of this partnership, JBi was appointed to design and build a new website for The Childhood Trust on a pro-bono basis, reinvigorating the charity’s brand and digital presence.The website was named Best Non-Profit Website at the WebAwards 2021.

The success of The Childhood Trust’s new website is built upon its user experience and ability to funnel visitors to their desired end-points

We assessed the UX of the existing website before working with The Childhood Trust to understand its three key user types: volunteers, donors and prospective partner charities.

In order to serve each of these personas, we:

• Benchmarked other successful charity sites for insights on navigation and UX
• Worked collaboratively to create an information hierarchy with optimised journeys
• Made the “Donate” CTA (Call to Action) prominent and part of the sticky navigation
• Offered consultation on page names and signposting
• Split the Contact Us page by user type

Transforming online presence with a clean and impactful website design

Our first priority was to ensure that the new website had a clean and modern aesthetic that incorporated The Childhood Trust's key brand elements and colours.

Based on a series of workshops and initial benchmarking, we presented a range of potential visual concepts, from which The Childhood Trust selected their favourite to take forward.

This allowed us to give the website a cleaner, more impactful look and feel which is reflective of the charity’s brand and values.

Ensuring that the new website reflects The Childhood Trust’s values and successes

The Childhood Trust’s previous website had fallen short in conveying the charity’s impact and values.

As a result, we worked closely with The Childhood Trust’s internal teams to find innovative ways to deliver these crucial messages.

The Our Projects page includes a map of all of the charity’s project locations, and the Projects We Fund page offers users a filter to search through the hundreds of charities that the Childhood Trust has supported over the years.

Interactive features are also used across the website to demonstrate the charity’s successes, such as for the bedroom side-by-side on the Decorate A Child’s Life page and the “Theories of Change” section on the About Us page.

Finally, we included an interactive model on the Apply For Funding page to show how The Childhood Trust’s match-funding process works.