A flexible and adaptable digital platform allowed the Moorfields Eye Charity team to respond to the coronavirus crisis as rapidly as their hospital colleagues.


raised for the emergency appeal online

Almost every charity in the country has been launching an emergency fundraising drive, to appeal to their donors for support in these unprecedented times. In NHS charities the need has been even greater, given the pressure they are under due to Covid-19.

Moorfields Eye Hospital is on the front line of the coronavirus pandemic, expanding its urgent and emergency eye care provision across the capital. At the same time nearly 200 Moorfields staff have volunteered to help at the NHS Nightingale Hospital London.

Using their recently rebuilt website, the charity’s in-house team have been able to rapidly launch an emergency appeal to support their staff and patients, with zero development time required.


With everything that’s going on, we wanted to make sure we, as an NHS charity, moved quickly to support Moorfields Eye Hospital when it needed us most. Our new website has allowed us to respond by quickly and simply launching an emergency appeal – something that would have been a real challenge only a few months ago.

Aran Shaunak, Communications Officer, Moorfields Eye Charity

Key elements

  • Reusable donation page template that can be populated in the content management system.
  • Editable donate form that has options for suggested donations.
  • Reasons for giving that can be customised and defaulted to emergency appeal.
  • Donation coding for finance processing.
  • GDPR-compliant data capture for future conversations with donors.
  • Integration with email systems to deliver ongoing information to donors.
  • Google e-commerce tracking for marketing and digital tracking.
  • Messages that people can leave to the staff and patients of the hospital with their donation.

Our appeal has gained real traction, and I’m sure more people have supported it because we were able to create a slick and engaging digital presence so quickly.

Aran Shaunak, Communications Officer, Moorfields Eye Charity