Introduction to the chosen non-profit organisation and its mission
Welcome House Hull is a charitable organisation dedicated to fostering a friendly and encouraging atmosphere for refugees and asylum seekers. Their goal is to give people who have left persecution or conflict a safe, nurturing, and compassionate environment where they can start to rebuild their lives and begin to integrate into society with dignity and self-determination.
Originally established with the goal of creating a welcoming and caring community, Welcome House is an essential gathering place for Hull locals and visitors. The organisation provides vital tools and programs that help refugees and asylum seekers develop the resilience, skills, and self-assurance they need to succeed. The objective is not just to offer aid right away but also to empower individuals to positively contribute to the community that has embraced them.
Initial Design Ideas and Inspiration Sources
The primary objective of the Welcome House Hull website redesign is to offer a welcoming, user-friendly, and friendly platform that conveys a sense of safety and support from the community. Priority will be given to simplicity, readability, and warmth in order to make the design user-friendly for a range of audiences, including those who may not speak English well or are not accustomed to accessing internet resources. The design is influenced by well-known non-profit websites, including the British Red Cross and Refugee Action, where information is easily accessible thanks to clear layouts and visual storytelling. Important sources of inspiration include:
- Using visual storytelling: Welcome House’s website will include photos of actual beneficiaries (with consent), employees, and community events, drawing inspiration from Plan International’s use of powerful imagery. This method makes the organisation’s work more relatable to visitors and fosters a personal relationship.
- Accessibility:Focused Navigation: Based on websites such as Shelter UK, the navigation will be simple and divided into Get Involved, Services, About Us, Resources, and Donate sections. Whether they are searching for assistance, volunteer opportunities, or ways to donate, this framework makes it easy for consumers to access information fast.
- Responsive and Multilingual Interface: The website will give priority to accessibility for users with a range of language requirements and degrees of digital literacy, drawing inspiration from design concepts employed by globally-focused organisations such as Amnesty International. Information is accessible to anyone because to features like icons with less text and an integrated translation tool.
Target audience analysis
The target audience for the Welcome House Hull website comprises several key groups, each with distinct needs and characteristics. These groups include refugees and asylum seekers, volunteers, donors, and local community members in Hull and East Yorkshire who are interested in supporting or engaging with Welcome House’s mission. Each audience requires a tailored approach, with content and functionality designed to meet their unique needs, while collectively contributing to a cohesive and inclusive online experience.
Asylum seekers and refugees: This main audience is varied and frequently experiences trauma and displacement while attempting to find shelter. For easy navigation, they require language alternatives, clear service information, and instant access to help resources. Language training, legal support, housing assistance, healthcare, and community activities for social integration are among the essential services needed.
Volunteers and Supporters: These people, who are frequently locals who are enthusiastic about humanitarian causes, work to improve the lives of migrants. In addition to training materials and continuing assistance, they seek for unambiguous information on volunteering possibilities, requirements, and advantages.
Donors & Funding Partners: These are private individuals, corporations, and non-profit organisations driven by social responsibility and humanitarianism. They place a high value on accountability and openness, looking for information on how funds are allocated, the results of prior efforts, and alternatives for one-time or ongoing contributions. Project updates and success stories are crucial for proving the value of their assistance.
Local Community Members and Partners: Welcome House’s mission is of interest to anyone in Hull and East Yorkshire, including businesses, local government representatives, and possible partners. In order to find methods to assist or take part in community integration programs, they look for information about events, activities, and the organization’s overall impact.
Objectives for the multi-channel marketing strategy
Reaching consumers by combining multiple unique marketing channels is known as a multi-channel marketing strategy. Traditional channels like print, television, and radio can be included in this, as well as modern ones like social media, email, SEO, PPC advertising, and more. The main goal is to enable consumers to interact with your company on the platform of their choice, improving their experience in general and eventually increasing conversions. (Bykadarov, 2024) Welcome House may reach a larger audience, diversify its advertising efforts, and customise its messaging for particular platforms while preserving a consistent brand identity by using a multi-channel strategy.
Here are some key objectives for a multi-channel marketing strategy for Welcome House Hull
The primary goal is to raise awareness about Welcome House and its critical services among the local community and beyond
- Boost Visibility and Awareness The objective is to increase the visibility of Welcome House Hull and establish it as a well-known resource for migrants, refugees, and asylum seekers in Hull and the surrounding areas.
Strategies
Search Engine Optimisation (SEO): To improve Welcome House’s website’s search engine ranking, including pertinent keywords such as “migrant assistance,” “refugee support Hull,” and “community resources Hull.”
- Social Media Engagement: Post updates, testimonies, and events about the organization’s activities on social media sites like Facebook, Instagram, and Twitter. In order to establish a stronger bond with the audience, posts might showcase particular services, achievements, and forthcoming events.
- Physical advertisements -An appealing message, a clear call to action, and eye-catching images would all be necessary to create successful physical ads for the charity Welcome House. Here are some suggestions.
Poster Series: Display a number of posters that describe the community assistance services provided by Welcome House.
Flyers with Stories of Impact: The idea is to evoke strong feelings by showcasing authentic endorsements or anonymous success stories.
Billboard/Bus Shelter Ad-Concept: A sizable, powerful statement that informs people that Welcome House is a trustworthy source of assistance. Idea for an Event Banner Ad: Make a banner that may be seen at gatherings such as fundraising events or community fairs.
Welcome House merchandise could include comforting items like “Welcome Home” mugs, cozy hoodies, and eco-friendly tote bags, all featuring uplifting messages and the organization’s logo. Additional ideas include journals with inspirational quotes, custom house-shaped keychains symbolizing safe spaces, and calming candles to represent a sense of home. Each item would spread awareness and support Welcome House’s mission of building a welcoming community.
Encourage Donations and Funding Support
To sustain and expand its operations, Welcome House needs to actively encourage donations and funding through various channels.
- Targeted Email Campaigns: Produce engaging email newsletters that emphasise certain fundraising initiatives, tell beneficiary stories, and inform supporters about the results of their contributions. These mailings might have obvious calls to action that make it simple for readers to make an online donation.
Key features and functionalities to be included in the new web presence
To better serve the needs of Hull’s refugees and asylum seekers, the new Welcome House website will improve accessibility, usability, and community involvement. A thorough service directory will provide a clear description of options like job assistance and language training, along with contact information and detailed access instructions. Icons and pictures that allow multilingual capability will make it easier for non-native English users to use the website. To demonstrate the beneficial benefits of contributions, a donation platform will provide impact statistics along with various giving options. While a storytelling blog will provide impactful success stories and improve SEO, an interactive events calendar will link readers to community events. In order to foster stakeholder trust, an impact and transparency page will show important indicators, and the mobile-responsive design will guarantee consistency across devices. These characteristics make
Reference List
- Amnesty org. (2023). Amnesty International. [online] Available at: https://www.amnesty.org/en/.
- Bykadarov, N. (2024). Building a High-Performing Multi-Channel Marketing Strategy. [online] improvado.io. Available at: https://improvado.io/blog/multi-channel-marketing-strategy.
- Plan International (2019). Plan International. [online] Plan International. Available at: https://plan-international.org/.