Award Nominations

New Website: The Prince’s Charities Australia

Category: Not for Profit
Entrant: Think HQ: Jane Metlikovec, Antony Dabonde, Georgie Hoven
State of Entry: VIC

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The Prince’s Charities Australia (PCA) is a not-for-profit organisation that provides a coordinating presence for His Royal Highness The Prince of Wales’ charitable endeavours in Australia.

Since 2013, PCA has been creating, leading and/or participating in the delivery of a range of innovative projects that support Australians across a range of fields, including the arts, defence, Indigenous affairs and more.

In mid-2016, PCA engaged Think HQ to create a new website that was to use the WordPress CMS and showcase the positive work of the organisation and highlight its impact across Australia. In doing so, it would become an important tool for attracting and retaining new supporters – busy high net worth individuals and leaders of organisations PCA could partner with to deliver projects.

With this mature, senior and conservative target audience top-of-mind, Think HQ crafted a sophisticated and easy-to-navigate website by creating our own WordPress child theme and introducing a new information architecture, contemporary user interface and fresh content.

We focused on accessibility, font size legibility and readability to increase audience engagement, and achieved this by creating theme and plugin adjustments to override particular CSS, PHP or JavaScript files within our WordPress child theme, or as a last resort, directly modifying the source files.

The key user interface design feature of a paint brushstroke was inspired by our research of The Prince of Wales, in finding him an avid painter. Supporting arts projects is also one focus of PCA’s work.

Applying this design feature throughout the site provided an element of cohesion to PCA’s work, with projects often spanning various fields; from supporting Australian Defence Force personnel to transition to civilian life to providing health and wellbeing programs to remote Indigenous Australians.

In just a few weeks, Think HQ created a new, audience-focused website, and the results were immediate. Just one month post-launch, unique users were up 30 per cent, page visits had doubled and sessions increased by a third. There are a number of new patrons and trustees also on board.

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