Jeremy Davis, Director at Chameleon, presented alongside Alyrene Rosser, Fundraising Initiatives Manager at UNICEF UK, to Third Sector magazine's Digital Fundraising conference on 23rd May 2012. The presentation tells the story of how a redesign of UNICEF's My Fundraising website managed to increase individual donation levels by 56% and raise £645k in year one.

1. The Story of
My Fundraising
Jeremy Davis – Director, Chameleon, @jeremy_d
Alyrene Rosser - Fundraising Initiatives
Manager, UNICEF UK, @AlyreneRosser

2. Before redesign - My Fundraising, est. 2007
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3. The Prediction: an
improved user
experience will
increase
donations
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4. We identified
three key areas
for optimisation
...
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5. 1. Emotional Engagement
Image courtesy of UNICEF UK 5

6. Emotional engagement: fundraising  brand
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7. Emotional engagement: integration of appeals
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8. 2. User Journey
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Image courtesy of p.a.t.r.i.c.k (Flickr)

9. User Journey: shopping list
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10. 3. Social integration
Image courtesy of linh.ngan (Flickr) 10

11. After redesign - fundraise.unicef.org.uk
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12. Individual fundraising page
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13. Engagement
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14. Now with social sharing...
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15. ... and a streamlined donation process
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16. Results: comparison with previous site
£39
£25 56%
increase in
average
donation
Apr 2010 - Apr 2011 Apr 2011 - Apr 2012
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17. Results: comparison with other sites
Branded, highl
y personalised
experience =
higher level of
engagement
Ave. Donation via Just Giving 2011-12 Ave. Donation via My Fundraising 2011-12
Images courtesy of Images_of_Money & b33god, Flickr 17

18. Results
Year one
fundraising
total = 645k
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19. Bonus: Supporter Data
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20. In summary:
optimise the
user experience
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21. Jeremy Davis
Director – Chameleon
jeremy.davis@chameleon.eu | www.chameleon.eu
Alyrene Rosser
Fundraising Initiatives Manager – UNICEF UK
alyrener@unicef.org.uk | fundraise.unicef.org.uk
Image courtesy of UNICEF UK
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