Since 1882, the Actors' Benevolent Fund (ABF) has supported actors and stage managers experiencing hardship due to injury, illness, or old age. It has a very proud history and has been under Royal Patronage (currently Prince Charles) for over 89 years.
The ABF came to us for help raising its profile. As we worked with the them, it became clear that telling its story, which spans over 135 years, was one of the best ways to do this. Effective online reading was achieved with concise copy. Sections break up the text and large quotes pull the reader in. A progress bar at the top indicates where the reader is on the page.
We also developed a site that is much more straightforward for both the ABF and their audience to use. The application processes are accessible to all applicants whether by mail, phone or online. To encourage reaching out for help, a chat box is included. A successful online shop helps increase revenue.
The site is flexible and has easily evolved over time. Most recently, a 2020 Emergency Grant online application was added, as well as a Christmas video featuring well-known British actors—even Tom Hardy! (Our favourite).actorsbenevolentfund.co.uk