Hope and Homes for Children (HHC) is an international children’s charity working across Africa and Central and Eastern Europe. The charity relies heavily on voluntary income to continue their work, with the website their only marketing tool. Positive were invited to tender for HHC’s new website in 2010, with a brief to deliver a site that would encourage more people and companies to support the charity. Positive worked to create an engaging and dynamic website with key messaging and important information clearly highlighted and easy to navigate to. ‘The ask’ is now consistently balanced with interesting news and updates, and the emotional appeal is now balanced with rational arguments for donating, such as ‘where your money goes’. Following launch, the website returned a 122% increase in individual donations year-on-year, regular giving increased by 162% and the charity was awarded a £240,000 grant. Visits to the website increased by 69% in the first five months.