RoR.

Retraining of Racehorses (ROR) is British horseracing's official charity for the welfare of horses that are no longer racing.  

jfd was asked to develop a platform for horse owners to register and pay their membership to the charity. We also created a main public-facing promotional site and private welfare management system for members to sell their horses.  

RoR provides traceability for all horses under their jurisdiction, and this became a key feature of the members’ area and welfare management system. Aside from allowing members to pay their memberships securely, the members’ area also enabled RoR to report on their membership and manage advertising for horses.  

The public site featured complex amounts of information, alongside fundraising features and competitions. The value-added Source a Horse site also allowed RoR to continue tracking horses after rehoming or a change in ownership. The design was clean and uncluttered across all platforms due to the large amount of data being held and the branding aligned with other materials we produced such as newsletters and banners.  

The platforms now handle over 15,000 horses and 18,000 members, with the members’ area effectively running as a bespoke CRM. Our approach to listen, build and then iterate has allowed their digital footprint to grow over time – and we look forward to continuing to work with them in the future.

View the ROR website created by jfd.