Laniado
Laniado is a charity supporting the Laniado Hospital in Israel. The hospital was founded by Rabbi Yekutiel Halberstam, a Holocaust survivor, who lost his wife, 11 children and most of his devoted followers in the tragedy. As he was facing what might have been his final moments during the death march, he made a promise that if he survived, he would build a hospital. That hospital is the Laniado Hospital. Like the hospital, Laniado is run on the values of compassion, care, excellence and empathy and embody the inspiration and faith of the Rabbi. Laniado had been a client for many years and approached us for a new bespoke website. The one they had, which was built by their previous developer, was several years old and wasn’t functioning properly.
Real people, real stories
The brief
The brief for the new Laniado website centred around getting more donations for the hospital and how these donations would be accepted and processed via the website. We discussed the importance of storytelling, through different mediums, to persuade people to donate. Stories about the people being helped by the hospital would be instrumental in effecting those donations and we needed to share real imagery from the hospital to get people to identify and resonate with the cause.
Key requirements:
- Easy to use donation sequence
- Encourage more donations through the use of storytelling
- Functionality for multiple donation avenues
- Limited use of stock imagery in favour of real photographs
The solution
First and foremost, the aim of the new website was to encourage more people to make donations for the hospital. To do this, we focussed and storytelling. There are multiple areas where the stories of real people can be shared and these can be created using words, images and videos to resonate with as many people as possible.
The use of calls to action (CTAs) throughout the website and in prominent positions further encourage people to make a donation.
The focus was then on the actual mechanism of donation and ensuring that process was as quick and easy as possible. We created a simple form and integrated a payment gateway with a back office area for Laniado to keep track of donations.
The new website also allows donations to be made in a range of different ways, from a standard one-off donation to monthly donations, donating to specific campaigns or via an event or by creating a custom page to take donations in aid of a special occasion.
Top features:
- Prominent donation CTAs throughout
- Quick and easy donation form
- Use of multiple mediums to tell stories
- Striking imagery to resonate with potential doners
The result
The new Laniado website is inspirational, uses real stories and imagery to get donations and has been very well received. The website is updated regularly with new stories and images, as well as the latest campaigns and events to keep things current and relevant. We are currently looking at new payment gateway options for the website that will allow greater flexibility to process and manage payments but otherwise, we will continue to support Laniado to keep their website up to date and fit for purpose.
