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Torchbox

@torchbox.com
1.5K followers 605 following 170 posts

We're an employee owned digital agency working with amazing not-for-profit and public sector organisations in the UK and around the world. Founding developers of Wagtail CMS. www.torchbox.com

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Torchbox @torchbox.com · 04/06/2026
What lessons are emerging from councils already navigating LGR? Following LGRCamp East Midlands, we've pulled together practical insights on change, communication, prioritisation and designing future councils around residents. Read: torchbox.com/public-secto... #LGR #LGRCamp
torchbox.com
Lessons learned from councils navigating Local Government Reorganisation
What can councils learn from those already navigating Local Government Reorganisation? Insights on transformation, culture, communication and resident-centred design from the recent LGR Camp East Midl...
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Torchbox @torchbox.com · 21/05/2026
For Global Accessibility Awareness Day today (21st May), we’re sharing the accessibility work behind recent launches for Amnesty International UK and Medical Aid for Palestinians, with practical approaches you can apply across your digital products and websites. torchbox.com/charity/blog... #GAAD
Torchbox Charity blog post titled “Improving accessibility for Amnesty International UK and Medical Aid for Palestinians.” The design features large white text on a dark navy background with pink abstract wave shapes along the bottom. In the top-right corner is the Torchbox Charity logo. At the bottom left is a small circular headshot of Chris Lawton with the label “Written by Chris Lawton.” The post is marked as a blog with an estimated reading time of 3 minutes.
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Torchbox @torchbox.com · 19/05/2026
More than £6m was raised through the DEC’s Middle East Humanitarian Appeal, supporting people affected by the crises in Gaza, Lebanon and the wider region. Iona shares how digital activity helped maintain momentum during the busiest fundraising period of the year: torchbox.com/charity/work...
torchbox.com
Raising £3 million in six weeks for the DEC Middle East Humanitarian Appeal
Learn how paid media, SEO and rapid digital delivery helped the DEC unlock £6 million in emergency funding for people affected by the crisis in Gaza and the wider region.
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Torchbox @torchbox.com · 13/05/2026
Last week, we headed back to Manchester for Camp Digital and came away with lots to reflect on around organisational culture, accessibility, technology and, invariably, AI. Read our reflections and takeaways: torchbox.com/public-secto... #CampDigital @nexerdigital.com
torchbox.com
Rebuilding hope and responsibility - Camp Digital reflections
Torchbox - the digital product agency for tomorrow’s nonprofits.
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Torchbox @torchbox.com · 11/05/2026
We've got a brilliant addition to our What's New in Wagtail CMS webinar lineup. Tim Cowlishaw from the Green Web Foundation is joining us to talk about carbon.txt, an open standard that makes sustainability data discoverable and machine-readable on the web. Sign up here: torchbox.com/events/
Promotional graphic for a Wagtail CMS webinar on a dark gradient background. Large white text reads “What’s new in Wagtail CMS?” beside a large teal and black Wagtail bird logo on the left. Below the title is a circular headshot of guest speaker Tim Cowlishaw with accompanying text. At the bottom, event details read: “May 2026 | 19th at 17:00 / 20th at 10:00 BST, Zoom.” A small teal flame-style logo appears in the top-right corner.
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Torchbox @torchbox.com · 01/05/2026
Help for Heroes’ most recent Christmas campaign brought brand and fundraising closer together, resulting in a 483% increase in PPC income and their lowest cost per acquisition in 4.5 years. Tanya shares more in our latest case study: torchbox.com/charity/work...
torchbox.com
Bringing brand and fundraising together for Help for Heroes’ Christmas appeal
Help for Heroes’ Christmas activity had a strong brand identity and a clear fundraising goal, but they were running two separate campaigns. With both asking supporters to act at the same time, we need...
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Torchbox @torchbox.com · 17/04/2026
What's new in Wagtail CMS? Join us next month to find out! We’re hosting two identical sessions, so you can join whenever suits you best: 📆 Tuesday 19th May, 5pm BST - register: torchbox.zoom.us/webinar/regi... 📆 Wednesday 20th May, 10am BST - register: torchbox.zoom.us/webinar/regi...
Promotional graphic for a Wagtail CMS webinar. A large Wagtail bird logo appears on the left, with the text “What’s new in Wagtail CMS?” on the right. Event details read “May 2026 | 19th at 17:00 BST / 20th at 10:00 BST,” followed by “Join us on Zoom!” on a dark gradient background with teal accents.
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Torchbox @torchbox.com · 16/04/2026
Voting closes soon! ⏰ Our work with London Museum has been shortlisted at The Webbys in the AI: Arts, Culture & Events category. We’d love to get your vote: wbby.co/58827N #webbys #londonmuseum
wbby.co
Vote for the best of the internet
I just voted in The Webby People's Voice Awards and checked my voter registration.
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Torchbox @torchbox.com · 15/04/2026
Last chance to vote! The Webby Awards People’s Voice closes this Thursday evening, and our work with London Museum is in the running. We'd love to get your vote: wbby.co/58827N 🏆 Thanks to everyone who’s voted already, and good luck all finalists! #Webbys #LondonMuseum #Museums
Graphic for the 30th Annual Webby Awards with bold text ‘Vote for us’. A glossy white pigeon sculpture stands on a light grey panel against a bright green background, with #webbys at the bottom.
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Torchbox @torchbox.com · 13/04/2026
We’re a Bronze sponsor of DjangoCon Europe 2026 🇬🇷 A brilliant, community-led event bringing people together to share ideas and shape the future of Django & Python. Our own Jake Howard is speaking too. Find out more: 2026.djangocon.eu #DjangoConEU2026 #Django #DjangoCon
Promotional card for DjangoCon Europe 2026 in Athens (April 15–19), featuring a headshot of Jake Howard, Senior Systems Engineer at Torchbox, and his talk titled “Scaling the database – using multiple databases with Django.”
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Torchbox @torchbox.com · 10/04/2026
We’d love your vote at The Webby Awards! Our work with London Museum has been shortlisted, connecting over 146,000 collection objects through AI and helping visitors explore them through more natural, intuitive journeys. You can vote here: wbby.co/58827N #webbys @londonmuseum.bsky.social
Bright green Webby Awards graphic with the text “30th Annual Webby Awards” and bold headline “Vote for us.” Below, a glossy white sculpture of a pigeon stands next to a small gold splatter on a white background. The hashtag #webbys appears at the bottom.
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Torchbox @torchbox.com · 10/04/2026
We’re speaking at Museum Tech this month, tackling some of the biggest barriers we hear around digital + AI in museums: • “We can’t afford it” • “Our data isn’t ready” • “It needs to be perfect” With practical examples from Tate and London Museum. Info: www.museumsassociation.org/events/museu...
Three people at a museum technology exhibition stand look at an interactive touchscreen display. Behind them are posters showcasing digital museum tools. The image is overlaid with event branding reading “Museum Tech: A Digital Festival for Museums” and the date “22 April 2026, Barbican” on a teal background.
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Torchbox @torchbox.com · 09/04/2026
We’ve opened up our Innovation Fund to GLAM organisations. We’ll co-invest up to £15k for an AI proof of concept to test an idea that can demonstrate real value, whether that's time saved, people reached or barriers removed. Find out more and share an idea with us: torchbox.com/public-secto...
torchbox.com
What could your team achieve with an AI co-investment?
Through our Employee Ownership Innovation Fund, we're investing in a small number of partnerships with museums, galleries, libraries and archives to explore how AI can open new possibilities.
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Torchbox @torchbox.com · 03/04/2026
What are leading charities doing differently to engage and convert high-value donors in 2026? In our latest blog, Marnie explores how charities can better connect digital and offline journeys to attract and build relationships with high-value supporters. Read: torchbox.com/charity/blog...
"How charities can engage high-value donors in 2026" blog written by Marnie Winter-Burke
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Torchbox @torchbox.com · 01/04/2026
Our work with London Museum has been shortlisted at The Webby Awards in the AI: Arts, Culture & Events category 🎉 Alongside the main award chosen by the Webby Academy, there’s also a People’s Voice award decided by public vote. We’d love to get your vote: wbby.co/58827N @londonmuseum.bsky.social
wbby.co
Vote for the best of the internet
I just voted in The Webby People's Voice Awards and checked my voter registration.
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Torchbox @torchbox.com · 30/03/2026
We’re starting to see early patterns from this year’s Charity Digital Skills Report survey, shared by Nissa Ramsay and Zoe Amar: zoeamar.com/2026/03/26/e... It’s a really useful snapshot, but there’s still time to build a fuller picture. Have your say here: www.surveymonkey.com/r/CDSR2026
Graphic for the Charity Digital Skills Report 2026 with the message “Have your say – take the survey now.” Includes illustrations of charts and dashboards being used on a digital device, and logos of partner organisations including Zoe Amar Digital, Think Social Tech, Esmée Fairbairn Foundation, Media Trust, Torchbox Charity, Manifesto, and Corndel.
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Torchbox @torchbox.com · 27/03/2026
Hey Max, we’ve shared a bit more on our work with Tate here if you’re interested: torchbox.com/public-secto... We also presented some of our learnings at this week’s Museum Digital Summit, we’ll be sharing the video from that soon as well. Would be great to hear your thoughts!
torchbox.com
How AI is transforming the way we discover art and culture online
Discover how our work with Tate is reimagining museum search through AI - from fixing usability issues to prototyping journeys that make exploring art and culture richer, smoother, and more inspiring.
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Jen @ Everwise @everwisedigital.bsky.social · 24/03/2026
Calling all galleries, libraries, archives and museums - if you have an AI project in mind - but need some support and funds to get it off the ground - this could be a brilliant partnership for you.
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Torchbox @torchbox.com · 24/03/2026
We’re co-funding AI pilot projects for museums, with up to £15k in match funding, through our Employee Ownership Trust. Building on our work with Tate and London Museum, we’re exploring how AI can open new possibilities and deliver meaningful change. Find out more: torchbox.com/public-secto...
Torchbox graphic reads ‘What could your team achieve with an AI co-investment?’, showing a woman seated and looking at her phone in an art gallery.
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Torchbox @torchbox.com · 19/03/2026
How well is your donation page turning supporter intent into action? In this new blog, Gabi shares five practical ways charities can improve donation pages in 2026, from clearer headlines and stronger impact statements to better mobile payment options. Read: torchbox.com/charity/blog...
Torchbox Charity blog graphic titled ‘Five ways to improve your charity donation page in 2026’, alongside a smiling person with curly dark hair holding a small dog that is licking their face.
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Torchbox @torchbox.com · 18/03/2026
Creative, data and insight were key to our recent collaboration with Battersea, helping to drive strong digital fundraising performance, including a 70% reduction in CPA and their highest lottery click-through-rate on Meta in over four years. Read our latest case study: torchbox.com/charity/work...
torchbox.com
Creative-led digital impact for Battersea
Working with Battersea to help their brand work harder across digital, using insight, testing and creative thinking to improve fundraising results.
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Torchbox @torchbox.com · 12/03/2026
When we launched the new Medical Aid for Palestinians website recently, one of the key priorities was to help them scale their global operations and reach supporters and communities wherever they are. In this short demo, Lizzie walks through how translation works inside @wagtail.org. #WagtailCMS
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Torchbox @torchbox.com · 06/03/2026
The Charity Digital Skills Report survey is back, and we're delighted to sponsor it again this year. Led by Zoe Amar and Nissa Ramsay, the survey tracks digital and AI skills, funding and support needs across the UK charity sector. Have your say: www.surveymonkey.com/r/CDSR2026 #CharityDigiReport
Graphic promoting the Charity Digital Skills Report 2026 survey. The text reads “Charity Digital Skills Report 2026 – Have your say, take the survey now.” The image includes illustrations of charts, data dashboards and coins, with logos of Zoe Amar Digital, Think Social Tech, Corndel, Esmée Fairbairn Foundation, manifesto, Media Trust and Torchbox Charity.
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Torchbox @torchbox.com · 02/03/2026
Amnesty International UK’s new flagship website is now live! Built on Wagtail CMS, the new site is designed to support Amnesty International UK’s 2022-2030 strategy and help grow a more powerful, diverse human rights movement across the UK. Read more: torchbox.com/charity/work...
torchbox.com
Partnering with Amnesty International UK to help grow the human rights movement across the UK
We're delighted to announce the launch of Amnesty International UK's new website, built on Wagtail CMS. The new platform supports their 2022-2030 strategy and will help grow the human rights movement ...
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Torchbox @torchbox.com · 26/02/2026
Voting in the CMS Critic Awards closes tomorrow - if you've been meaning to give Wagtail CMS your support, today's the day! 🏆 Wagtail is shortlisted for Best Free CMS and Best Open Source CMS. Your vote could make all the difference, and it only takes a couple of minutes: cmscritic.com/vote
Promotional graphic with a gold trophy on a blue spotlight background. Large text reads “Vote for Wagtail CMS in the CMS Critic Awards” with “Voting closes tomorrow!” in red at the bottom. The trophy base features a “People’s Choice Awards – CMS Critic Awards” badge.
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Torchbox @torchbox.com · 19/02/2026
Have you cast your vote for Wagtail CMS in this year's CMS Critic Awards? 🏆 Thanks to so many nominations from the community, Wagtail has made the shortlist for Best Free CMS and Best Open Source CMS. Show your support here, voting takes just a couple of minutes: cmscritic.com/vote #opensource
cmscritic.com
The 14th Annual CMS Critic Awards Nominations
Your voice, your choice! Vote your favorite platforms for the 14th Annual CMS Critic Awards, the longest-running awards program in the content management industry! For almost a decade and a half, our ...
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Torchbox @torchbox.com · 12/02/2026
Wagtail has made the shortlist in two categories at the 14th Annual CMS Critic Awards. 🎉 Nominations this year are for Best Free CMS and Best Open Source CMS. Cast your vote here: cmscritic.com/vote #OpenSource #WagtailCMS #CMSCritic @wagtail.org
The image reads “Vote for Wagtail CMS in the CMS Critic Awards” with “Voting closes 27th Feb” underneath. Two award badges are shown for “Best Free CMS” and “Best Open Source CMS.”
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Torchbox @torchbox.com · 11/02/2026
Breast Cancer Now’s latest virtual challenge asked supporters to Walk 100 Miles in October, and went on to raise an incredible £1.48 million. Rachel and Marnie share more about our strategy, testing and creative approach in today's case study. Read: torchbox.com/charity/work...
torchbox.com
Raising £1.4 million with a virtual challenge fundraiser
We helped Breast Cancer Now combine paid social and TikTok to reach new audiences and increase high-quality sign-ups for their campaign, Walk 100 Miles in October.
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Torchbox @torchbox.com · 28/01/2026
We’re looking for a Client Partner to join our Public Sector team. Please share with your network. Closing date - this Friday. 📆 All the details: torchbox.peoplehr.net/Pages/JobBoa...
We're hiring! Client Partner (Public Sector) - written on a purple background with a small megaphone icon.
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Torchbox @torchbox.com · 20/01/2026
The new Medical Aid for Palestinians website is now live on Wagtail CMS! We’ve worked closely with their team to create a fast, multilingual digital home that can scale, adapt, and respond when it matters most. Read the case study: torchbox.com/charity/work... #WagtailCMS #CharitySector
torchbox.com
Driving digital impact worldwide with Medical Aid for Palestinians
We’re delighted to be working with Medical Aid for Palestinians (MAP) as their new digital partner, at a time when their work has never been more crucial.
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Torchbox @torchbox.com · 19/01/2026
A year on from Meta’s ad changes, many charities are rethinking supporter acquisition. Join us on 25th Feb as we share what’s changed, what’s working, and why email is helping teams build more reliable, lower-risk routes to growth. Sign up here: torchbox.zoom.us/webinar/regi... #Meta #Nonprofits
Promotional graphic for a Torchbox Charity webinar titled “Meta restrictions: one year on – Insights for charities”. The date and time, 25 February 2026 at 10am on Zoom, are shown. Below, three circular headshots introduce the speakers: Sam, Digital Account Manager; Marnie, Senior Digital Account Manager; and Lisa, Head of Marketing, set against a pink background.
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Torchbox @torchbox.com · 16/01/2026
UKGovCamp kicks off tomorrow! Dan and Mark are heading to Birmingham to share ideas and learn from others in the sector. We always love the open, community-led nature of UKGovCamp, which is shaped entirely by the people in the room. See you there! 👋 @ukgovcamp.com #ukgc26
Promotional graphic for UK Gov Camp showing two circular headshots of Torchbox team members on a dark background. Text reads “Torchbox Public at UK Gov Camp”, with a gold “Gold Sponsor” label. Event details state “Saturday 17 January | Birmingham City Council House”, followed by the line “See you there!”.
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Torchbox @torchbox.com · 14/01/2026
We're looking forward to catching up with the UK Gov Camp community this Saturday. See you there!
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UK Gov Camp @ukgovcamp.com · 09/01/2026
Thank you to torchbox.com, our Gold sponsor this year! Your contribution supports a space for open conversations about how government can work better. @torchbox.com
torchbox.com
Your digital partner for positive change
Torchbox is the agency partner for socially progressive organisations with ambitious digital ideas.
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Torchbox @torchbox.com · 06/01/2026
We love the new Wagtail CMS AI updates, lots of features for editors and content teams. At Wagtail Space, Sag​e Abdullah gave a great demo showing how it works in practice, with humans firmly in the loop and editors always in control. Watch it back: www.youtube.com/watch?v=PbxX... #OpenSource #AI
youtube.com
See Wagtail AI in action!
YouTube video by Wagtail
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Torchbox @torchbox.com · 16/12/2025
From wellbeing to sustainability and community action, our Voice Groups help shape our culture around things that matter most to us. In our latest blog, Sophie reflects on the impact they’ve had in 2025: torchbox.com/news/voice-g... #EmployeeOwned #Culture
torchbox.com
The impact of our Voice Groups in 2025
How our Voice Groups supported wellbeing, community, sustainability and inclusion throughout 2025, and the positive changes they’re planning for 2026.
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Torchbox @torchbox.com · 05/12/2025
As we celebrate our 25th year, Lily recently caught up with our CEO, James, to reflect on what’s changed, what our clients need right now, and where the next chapter might take us. torchbox.com/news/navigat...
torchbox.com
Navigating change and staying true to our values: A Q&A with our CEO, James
Torchbox CEO, James Leavesley, discusses sector change, AI, client needs, and how our values guide the way we move forward as an employee-owned business.
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Torchbox @torchbox.com · 28/11/2025
Working together with Sight Scotland, we recently transformed their Google Ad Grants performance, increasing monthly spend from $600 to $9,200, almost fully utilising the $10k allowance. Find out more in Laura's write-up: torchbox.com/charity/work... #GoogleAdGrants #CharitySector
torchbox.com
Transforming Google Ad Grants performance with SEO for Sight Scotland
A google ad grants case study showing how Sight Scotland boosted spend from $600 to $9,200 a month and grew visibility and users through aligned SEO and PPC.
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Torchbox @torchbox.com · 18/11/2025
Building on Breast Cancer Now's organisation-wide work to understand the potential of AI, we’ve created a proof of concept that helps their team triage and respond to the thousands of messages they receive each month, whilst keeping humans firmly in the loop. Read: torchbox.com/charity/blog...
Dr Cath Biddle, Director of Digital and Data at Breast Cancer Now, wearing a red t-shirt that says 'Stay Curious'.
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Torchbox @torchbox.com · 13/11/2025
Lisa and Amina are at @ukcharitycamp.bsky.social today, and we’re really pleased to be back as a sponsor this year. It’s one of our favourite events in the calendar, sharing challenges, swapping ideas and learning from others in the sector. We’ll share highlights from the day in an upcoming blog.
Lisa Ballam and Amina Iqbal are sitting together at a round table in a bright conference room. Lisa is holding a mug and smiling at the camera, and Amina is smiling beside her. Both are wearing event name badges. Behind them, other attendees are chatting and settling in at tables, with blue and white walls and large overhead lights in the room.
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Torchbox @torchbox.com · 11/11/2025
Low-code promises faster AI builds, but does it deliver? We rebuilt an AI system we’d originally developed for Breast Cancer Now using Django and Python in Microsoft’s ecosystem to find out. Here’s what we learned: torchbox.com/news/low-cod... #LowCodeAI #AI #AIForGood
Blog header graphic with the title ‘Low-Code AI: When Microsoft’s Ecosystem is (and isn’t) the answer’. Subheading reads ‘Blog | 5 min read’. Below are circular photos of three authors — Olly Willans, Mitch Cabuloy and Emily Topp-Mugglestone — with the Torchbox logo in the top-right corner on a dark background.
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Torchbox @torchbox.com · 05/11/2025
We’ve added a carbon.txt file to our website that will make it easier to share information about our sustainability and hosting. In today's blog, Chris explains why that matters, and how open standards like this can help build a more transparent and sustainable web. torchbox.com/news/adding-...
Torchbox blog header graphic with a dark background and the Torchbox logo in the top right. The title reads “Why we’ve added carbon.txt to Torchbox.com.” Below it, the text says “Blog, 2 min read.” At the bottom, there’s a photo of Chris Lawton with the caption “Chris Lawton, Senior Engineer” against a green wave background.
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Torchbox @torchbox.com · 03/11/2025
🚨 Microsoft’s Ads for Social Impact programme is ending this December. In our latest blog, Tanya shares what this means for charities, key dates to know, and how to plan ahead for 2026. Read more: torchbox.com/charity/blog... #Microsoft #AdsForSocialImpact #CharitySector
Banner graphic for a Torchbox Charity blog post titled ‘Microsoft to end its Ads for Social Impact programme – what next for nonprofits?’ by Tanya Ellis-Puk, Senior Paid Media Executive. The design features a dark background with pink curved shapes at the bottom and the Torchbox Charity logo in the top right corner.
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Torchbox @torchbox.com · 28/10/2025
We’re looking for a Design Innovation Lead to join our Public Sector team. Please tag and share with your network - applications close Wednesday 5th November. 📆 Find all the details here: torchbox.peoplehr.net/Pages/JobBoa... #PublicSector #PublicSectorInnovation #DesignInnovation
A purple graphic featuring a white megaphone icon above the text: “We’re hiring! Design Innovation Lead (Public Sector).” The Torchbox logo appears at the bottom.
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Torchbox @torchbox.com · 24/10/2025
Just a few weeks to go until UK Charity Camp, and there are still tickets up for grabs! 📆 Thursday 13th November, Birmingham. Get your free ticket: www.eventbrite.co.uk/e/ukcharityc... @ukcharitycamp.bsky.social
A large group of people at UK Charity Camp pose for a photo in a bright conference room. They’re smiling and standing or sitting in front of a wall covered in colourful sticky notes. Some people wear UK Charity Camp T-shirts, and tables with notebooks, mugs, and pens are visible in the foreground.
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Torchbox @torchbox.com · 23/10/2025
AI is rapidly changing how people find information online. In our latest blog, Jess and Marnie share five ways charities can stay visible - from using paid to support organic activity, to focusing on content AI can’t replicate, like services and products. Read more: torchbox.com/charity/blog...
A Torchbox Charity graphic with the title “Five ways charities can remain visible in the changing digital landscape”. It includes profile photos of Marnie Winter-Burke and Jess Mackereth, the blog authors, and text noting it’s a 4-minute read.
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Torchbox @torchbox.com · 20/10/2025
We’re delighted to share the launch of the new @worldwildlife.org website! Built on Wagtail CMS, it’s faster, more sustainable, and more accessible, supporting WWF-US’ global mission and values. Read all about the project: torchbox.com/charity/blog... #WWF #WWFUS #WagtailCMS
torchbox.com
Building a greener, more accessible digital home with WWF-US
We partnered with WWF-US to rebuild their website to create a faster, more inclusive, and sustainable platform for their global conservation work.
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Wagtail @wagtail.org · 16/10/2025
thank you 💚 everyone for an outstanding #WagtailSpace event event last week! While we process the recordings for publication, here is a quick recap! wagtail.org/blog/wagtail... We’re elated to see such an amazing response - with 400+ attendees, and so many being new to Wagtail (40+%!)
wagtail.org
Wagtail Space 2025: A Stellar Journey ⭐️ | Wagtail CMS
A recap of our incredible 3-day journey
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Wagtail @wagtail.org · 16/10/2025
Thank you ❤️ to our presenting sponsor @torchbox.com. And to our corporate sponsors Cursive, @hactar.is, @sixfeetup.com, @lincolnloop.com, and Four Digits. And community sponsors DEFNA and @djangoproject.com! And thank you 🧡 to our amazing speakers, organizers, and volunteers who made this happen!
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Torchbox @torchbox.com · 07/10/2025
We’re delighted to partner with Medical Aid for Palestinians (MAP) to rebuild their website on Wagtail CMS - helping them reach more people, mobilise support, and share urgent updates faster. Learn more: torchbox.com/charity/work... @medicalaidpal.bsky.social @wagtail.org
torchbox.com
Driving digital impact worldwide with Medical Aid for Palestinians
We’re delighted to be working with Medical Aid for Palestinians (MAP) as their new digital partner, at a time when their work has never been more crucial.
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