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.

moorfieldseyecharity.org.uk/support-us/donate/current-appeal

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.