The increase in donations -- to 拢20,000 a month or 35,000 document downloads -- follows the redesign of the BHF site last year and a recent press and TV campaign about cholesterol, which comes on the heels of Heart Week earlier this month.
The ads, through Partners BDDH, encourage people to be more concerned about cholesterol than less life-threatening conditions such as virility, their eyesight, losing hair and gaining wrinkles.
The spot finishes with the as its call to action, directing people to the site where they can pledge money over the internet.
"There is little doubt that the web will play an increasing part in fundraising as we move forward," David Barker, head of communications at the BHF, said. "Moreover, it is critical we integrate the site with offline campaigns as a direct response mechanism in this way, be it for fundraising or providing information."
The new site has a redesigned homepage and section homepages, as well as a re-engineered content management system to cope with the increase in transactions.
"The CMS has enabled us to completely reformat all 3,500 pages in our site almost overnight," Bertrand Bosredon, online manager at the BHF, said. "And we now have the facility to quickly create standalone microsites for individual campaigns using the same familiar CMS tools."
The BHF website was originally relaunched last year by Arawak, now part of Craik Jones Digital.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .