Human Appeal

Driving up donations for Human Appeal.

Improving the user experience for this International humanitarian and development organisation.
Human Appeal mobile website design by IMA

The Challenge

Human Appeal is a faith based, international humanitarian and development charity, with big ambitions to alleviate poverty.

They came to us to totally transform and optimise their website, with a fast approaching deadline of Ramadan in 2018 – their busiest time of the year for donations. We accepted the challenge and got to work.

Understanding the audience’s religious giving commitments and traditions was key – these faith based behaviours differentiated the charity, and needed user journeys and a more involved giving experience to match.

Over layered on top of these insights and research, we used the digital team’s expertise in the charity sector to bake in the right balance of urgency, transparency, security, feel-good, and emotive content in the right places to optimise the solution.

Rich content modules

Engagement and interactive elements in content rich areas such as the orphan sponsorship page allow for storytelling, in a way that’s unique to the sector.

Multilingual, Arabic-ready platform

The modular design system was developed holistically with the arabic right to left design switch top of mind.

Optimised donation pathways

The site features a quick donate option, in addition to a basket more in-line with ecommerce functionality. This second pathway caters for supporters looking for detailed giving options, for instance if they’d like to donate to a specific country, or crisis.

Human Appeal events listing
Human Appeal make a donation module

The results


ecommerce conversion rate

 increase in first year


increase in pages/sessions