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2018 Shortlist | Bliss

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Winner – Embracing Digital


Who they are

Bliss champions the right for every baby born premature or sick to receive the best care.

What they’ve achieved

Launching an ambitious digital-first strategy has transformed the way Bliss champions the right for every baby born premature or sick to receive the best possible care.

Supporting parents with essential information is at the heart of the charity’s life-saving work. And to make it more accessible to more people, Bliss decided to ask service-users and supporters exactly what they wanted to see on the charity website.

This helped the board decide on key priorities and identify fresh online approaches. It included presenting essential information in easy-to-view videos and engaging infographics.

Meanwhile, the board ensured that the charity invested in digital skills to make the strategy sustainable. Technically-minded trustees also got hands-on to share their knowledge with staff.

Why they are a winner

Putting digital first has delivered outstanding results. For example, website visitor numbers have risen by over 30% in a year, with 92% of parents reporting that they found the content useful.

The charity’s social media strategy has meant its message has reached more people. Better targeting and richer content has helped Bliss gather vital data on its supporters. This has driven a 54% uplift in likes and 14% more followers on Facebook.  

Bliss have also managed to turn online clicks into donations. Income from branded events has increased by over a quarter year-on-year. A brand new digital-only event, Go the Distance for Bliss, raised a massive £25,000 in its debut year, attracting hundreds of new supporters.

What the judges said

“It was clear that digital is something that has been embraced across Bliss, driven and supported from board level. Data and insight from their beneficiaries informed the strategy, and their level of engagement went above and beyond oversight – they committed time and expertise to add real value and support to the executive team.”


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