Action for Children has appointed Baigent Digital as its digital agency partner.

Baigent will advise on digital strategy and provide technical support and consultancy for upcoming campaigns and microsite development.

It will also deliver secure hosting, dedicated maintenance and support and implement a new content management system.

The firm has already worked on two projects for the charity this year: the design and build of a new donations page and online fundraising forms to maximise conversion rates, and the creation of a ‘homepage takeover’ to promote a major neglect campaign.

Caroline Parr, head of Action for Children’s digital communications team, said: “We already support over 150,000 children, young people and families across the UK, but we need to do more if we are to reach out to every vulnerable young person in the country.

“We very much see the digital arena as an opportunity to differentiate ourselves from a crowded marketplace and reach more of our target audiences.”