Best Not-for-Profit Site: Oxfam
Sitecore Solution Partner: Code Computerlove
Oxfam GB is part of an international confederation of
17 organisations working in 94 countries worldwide to find lasting
solutions to poverty and injustice around the world.
Oxfam’s mission is to empower people and bring about
global change to reduce poverty. Oxfam GB is an unusual organisation –
as well as leading humanitarian and development work in the field it
also seeks to raise awareness in the UK through its campaigning and
fundraising activities. Oxfam also pioneered the charity shop concept in
the UK and was one of the first organisations to take this into the
digital space via its Online Shop.
A single core idea runs through the design of the new
Oxfam site, developed by its partner Code Computerlove – to motivate
and inspire more people to do more to support its work. Site visitors
now enjoy a richer and better-integrated user experience, more relevant
to the way they live their lives, whether they’ve come to the site to
donate, shop, campaign, fundraise, volunteer or simply to browse and
The site also delivers a range of benefits and
cost-efficiencies to the internal processes and operations that Oxfam
uses to communicate and do business online.
The key challenge facing Oxfam prior to the new
Sitecore solution was a website built on a disparate range of existing
digital technologies, services and applications, and with some 20,000
hand-built HTML pages – all of which was limiting the Oxfam digital
team’s ability to deliver great user experience and innovation.
Oxfam’s existing web architecture was difficult to
manage and inefficient: only developers and technical users were able to
build and publish pages; central integration, sharing and re-use of
content wasn’t possible; knowledge, ownership and management of digital
processes was uncoordinated across the organisation. As a result, there
was a lack of consistency across Oxfam’s digital communications and
Key reasons for selecting Sitecore
Oxfam wanted a Microsoft .NET solution, and was
seeking a scaleable CMS platform that could support its needs now and
into the future. Sitecore’s scaleability, and sophisticated publishing
and workflow system were particularly attractive to Oxfam, allowing
content production and management to be extended beyond the central
digital team for the first time.
In addition, Sitecore’s fully integrated Digital
Marketing System offers opportunities for greater personalisation, with
industry-leading engagement analytics. This is a key tool in creating a
more personal, localised and relevant experience for Oxfam’s supporters
This Oxfam project – to deliver Oxfam’s business
objectives through a new user-centred web experience – has been the
biggest site build in Code Computerlove’s history.
Key to the success of this build has been a
component-based approach to content delivery has provided Oxfam with the
ability to integrate content with ease, speed and efficiency, to
deliver a consistent look and feel, and to deploy content with greater
control. The new site also helps support events and fundraising
recruitment and engagement through the use of new community spaces.
Throughout this huge transformation, Code
Computerlove has catered for Oxfam’s unique needs as a charity, from
e-commerce and supporter engagement to knowledge sharing and
documentation. All this has been achieved without any business-critical
Since the site launched in April, the inherent
efficiencies offered by the Sitecore Content Management Solution have
helped deliver time and cost savings.
By way of example, Code Computerlove has
subesequently reskinned the new website in line with new global
branding, this was delivered ahead of schedule and below budget.
Feedback from end users has also been exceptional,
both from within the business and from site users. Dwell time and
conversion rates across all key donation journeys have increased.
As a result of the ‘Agile’ project methodology used
by Code Computerlove to deliver the project, Oxfam itself has become an
increasingly flexible and responsive organisation. Key principles behind
the ways that Code worked throughout the implementation are being
adopted by Oxfam’s own teams: ‘sprint’ phases on a fortnightly rolling
basis have inculcated a continual process of release, learn, change, and
release for future technical projects.