Find out how we went about increasing mobile donations in this project for Cancer Research UK – and helped set a wider-reaching digital visual tone in the process…
Our experience of online charitable giving provided the ideal starting blocks to make this project a success. We worked with Cancer Research UK to develop the key aspects of a homepage that engages with their audience’s hearts and minds – educating and empowering users, creating a sense of urgency, and ultimately encouraging people to give.
The charity had recently refreshed its branding from the previous year’s activity, using this to good effect across many of its fundraising channels. But the impact on the site had so far been limited to updating the logo and use of colour. Our challenge was to bring the ethos and spirit of the new brand to life on the site’s most prominent page – and set a benchmark for how this could be done on even the smallest screens.
Cancer Research UK is the world’s largest independent cancer charity, and the site brings together projects from many different areas of its activity. The upshot of this was a multitude of different styles for links, calls to action, headings, colour usage and fonts across the site. So we set out a clear, consistent visual vocabulary for the homepage redesign – one that could also be used to inform the rest of the site.
We created a cohesive visual style and rationale that would increase donations and maximise the new brand’s impact. Cancer Research UK’s stakeholders loved our thinking when we explained how this could be adopted across the site. So while the final public-facing product of this project may have been small, its long-term effect may be more sizeable.
Since the homepage design more than half of Cancer Research UK's visits are from a mobile device
From start to finish, the project took just over a month to complete
Revenue from mobile-based donations made via the homepage increased by 16% 1 month after go live