Northamptonshire Health Charity

Supporting health and wellbeing across the county

Northamptonshire Health Charity (NHC) plays a vital role in improving patient experiences, staff wellbeing and healthcare facilities across Northamptonshire. The charity supports three NHS Trusts, helping to fund equipment, research, staff development, and projects that make a real difference to patients, families and healthcare staff. But its previous website wasn’t pulling its weight – underperforming both as a fundraising tool and as a platform for showcasing NHC’s vital impact.

With ambitions to expand their reach and inspire more supporters, NHC approached Fat Beehive to create a new website that would drive donations, highlight impact and better reflect the charity’s energy and values. We were thrilled to partner with them on this project.

Putting donations front and centre

The brief was clear: increase donations, improve usability and present a warm, welcoming online presence. Visitors to NHC’s site are often people with a strong existing connection to the charity’s work — patients, their families, or NHS staff — so the site needed to make donating and supporting as straightforward as possible.

While the charity was keen to be ambitious, it also needed to make the most of its budget, leading us to scale and tailor the project scope while still delivering on the most important goals. This meant creating a streamlined component set, optimising the use of brand assets, and prioritising user journeys that convert.

A user-friendly, impact-led design

Starting with a collaborative OKR-setting workshop, we worked with NHC to define key objectives and user journeys, placing a particular focus on donation pathways. We simplified and restructured the site’s information architecture, ensuring that visitors can easily find ways to donate, fundraise, get involved, or learn about the charity’s work.

Design-wise, we brought NHC’s updated brand guidelines to life online. The result is a friendly, modern and accessible site that highlights NHC’s breadth of support and the human stories behind the fundraising. Using a flexible page-builder approach, the charity now has full control to create and update content as needed, ensuring longevity and adaptability. Time was of the essence, but as we pride ourselves on our flexibility, we were able to pull out all the stops and deliver the project within the deadline NHC set.

We also integrated Google Analytics and Google Tag Manager, setting the charity up with the tools to understand user behaviour, track conversion rates and continuously improve site performance. In addition, we built key components such as stats blocks, calls to action and quote panels — all tailored to help tell powerful stories and drive donations.

Strengthening fundraising capacity

A major challenge of the previous site was its underperforming donation functionality — less than 50 donations were being made online each year. Our focus was on improving both the technical and emotional aspects of giving. Clear donation prompts, simplified donation journeys and strong storytelling now guide supporters from inspiration to action.

We also made sure that other income streams, such as fundraising events, tribute funds and corporate partnerships, are clearly signposted and easy to navigate. Importantly, the site was built with future flexibility in mind, with scope for campaign landing pages and enhanced CRM integrations further down the line.

A partnership to be proud of

It’s been a pleasure to work alongside the team at Northamptonshire Health Charity, who were engaged, insightful and passionate about making sure the site worked for all their audiences. Together, we’ve created a website that is welcoming, easy to navigate and ready to power the next stage of NHC’s fundraising journey.

Contact us today and discover how we can transform your digital presence.

www.northamptonshirehealthcharity.co.uk/