Human Appeal
Driving up donations for Human Appeal.
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.
Overlayed 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.
Story telling
A bold video module puts on display the impact of donations and how the support is changing lives.
Multilingual, arabic-ready platform
The modular design system was developed holistically with the arabic right to left design switch top of mind.
An animated graphic depicting support of multiple languages.
55 %Ecommerce conversion rate increase in first year
26 %Increase in pages/sessions
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.