Brooke, the charity for working horses and donkeys, has rebranded and launched a new website after discovering that 75 per cent of people who tried to use its old website gave up before making a donation.

The charity, which had an annual income of £17.4m last year, said that the new website, branding and logo will accompany its new five year strategy, which the charity launched in April.

Brooke worked with communication agency Arthur London to create the new brand, logo, content strategy and new strapline: ‘Action for working horses and donkeys’, which “all work to enable instant understanding of the charity’s work and the role of working animals in sustaining the livelihoods of millions of people”.

According to a spokesman from the charity, the new website and branding cost £220,000 in total: with £120,000 being spent on replacing its old website and £100,000 being spent on the new branding, logo and content.

He said the investment in branding “will safeguard our work for years to come” and that the charity “tested the brand at every stage of its development so we’re sure it will be appealing, memorable and easily understood by more people”.

The spokesman also said that the charity expect the new website will “pay for itself in four months” as the old website was so ineffective that “75 per cent of potential donors who visited the site didn’t complete the online donation they started”.

Petra Ingram, chief executive of Brooke said: “Brands are an important asset – it’s what people think, feel and say about the charity and is key to raising awareness and encouraging more people to support our work.

“I’m excited about our new look and proud of our ambitious new global strategy. With help from our fantastic supporters we’re going to reach more working horses, donkeys and mules around the world that desperately need our help. We are taking action to create long lasting change to improve their lives now and in the future."