Our editorial guidelines
At Moorfields Eye Charity, we hold ourselves to the highest standards for producing content for our website.
Our commitment to accuracy is integral to fulfilling our mission to improve eye health by funding innovation in research, education and care to benefit Moorfields’ patients.
Below, we outline our research, editorial and publishing processes for content on our website.
Research and innovation projects
Research, editorial and publishing processes:
- Research process: We fund the pioneering work at Moorfields Eye Hospital NHS Foundation Trust and the UCL Institute of Ophthalmology to further advances in eye health. Where appropriate, we refer to and reference relevant sources.
- Editorial process: Our grant recipients share summaries and reports on the outcomes and outputs from their work. When the copy has been written, the grants and research team will share the copy with the project lead at Moorfields and/or UCL for their sign off, including that required for any quotes, images or infographics used. We use these and other relevant sources to create accessible content for public audiences. We refer to the funding of projects throughout making links with fundraising and, as appropriate, recognising donors.
- Publishing process: Before publishing any content, the article is shared with the lead in the grants and research team to re-verify accuracy. If there is a reference to fundraising or a particular donor it will be shared with the relevant lead in our fundraising team too.
Contributors involved in content production:
- Our grants and research teams are from a wide background in science and grant funding with experience in writing for scientific and applied research.
- Our communications team write a range of content including news and patient stories and proofread all content for the website. They have experience of writing for a wide audience.
- Grant recipients at Moorfields Eye Hospital and the UCL Institute of Ophthalmology document their findings and impact throughout the project, sharing with the grants and research team for wider dissemination.
Fundraising pages
The type of fundraising pages on our website are diverse including our seasonal appeals, lottery, supporter stories, philanthropy, legacies and articles about the new eye health centre. They have different sign-off processes, involving the grants and research team where relevant, and with the communications team proofreading all pages before publication.
The relevant member of the fundraising team is involved review process of a new fundraising page with final sign off by the fundraising team representative and communications team. Individual supporters are involved in the sign-off process where they are referenced and where appropriate.
Patient and supporter stories
We publish stories about patients who have been helped by Moorfields, and those who are supporting us in our endeavour to support world-leading research and innovation that accelerates the development of better treatments to transform the lives of people with sight loss in the UK and globally.
Having made initial contact with the patient/supporter, obtained their interest and consent, the stories are developed by someone in the communications team or fundraising team. We share the copy with the grants and research team for a factual check of research funding information, and, if a supporter story, with a member of the fundraising team.
All website content
The editorial process for all content on our website is a collaborative effort designed to ensure consistency, accuracy, and alignment with our organisational mission and key messaging.
Our communications team works closely with subject matter experts, other relevant departments at the charity, researchers, and other staff at Moorfields Eye Hospital NHS Foundation Trust and the UCL Institute of Ophthalmology to develop content that is not only informative but also reflective of our brand values.
This integrated approach guarantees that all published material, whether it’s an article, news post, or research and innovation page, upholds the highest standards of quality and effectively communicates our commitment to supporting advances in eye health.
Accessibility
We edit and format content for the website to meet accessibility standards, ensuring audiences with diverse needs and capabilities can read and understand it. This includes optimising web pages for screen readers, employing plain language principles, and following web accessibility guidelines. We aim to make all content as inclusive and readable as possible.
Clinical information
Moorfields Eye Charity does not provide clinical or medical advice. For guidance on eye health, conditions, treatments, and appointments, please visit the Moorfields Eye Hospital website.
For more information
Please get in touch at moorfields.eyecharity@nhs.net.
By adhering to these processes, we endeavour to provide the public with reliable and valuable information on our work.
About us
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