WCR Donation Journey
UX / UI / Development
When Worldwide Cancer Research needed to bring their donation infrastructure in-house and increase conversion, we rebuilt their entire giving journey from the ground up. We combined bespoke Umbraco development, impact-led design, and granular user tracking to deliver a streamlined donation experience that has driven a significant uplift in both donations and supporter sign-ups.
- +25.5%
Increase in total donation revenue.
- +67.9%
Surge in the overall average donation size
- +64%
Growth in revenue from community fundraisers
- +56%
Regular monthly donations
Transforming donor journeys into repeatable revenue
Worldwide Cancer Research had an underlying problem: donation data from two separate third-party platforms was feeding inconsistently into their CRM, creating operational complexity and limiting their visibility of supporter behaviour. The original brief was technical in scope, consolidating fragmented giving pages into a single, bespoke donation workflow built within their existing Umbraco site.
But as the project developed, a larger opportunity came into focus. The donation journey itself, how it looked, how it felt, and how effectively it moved a supporter from intent to action, was holding the charity back from maximising its fundraising potential.
Strategic focus
Removing friction
We designed a dedicated, distraction-free section for the new journey. By stripping back unnecessary navigation and UI elements, we ensured nothing competed with the core decision to give, reducing cognitive load at every step.
Impact at the point of conversion
In collaboration with a parallel content strategy project, we found meaningful ways to surface the charity's real-world impact directly within the donation flow. Supporters can now see the tangible difference their contribution makes at the exact moment they choose their donation amount.
A push towards regular giving
The journey is structured to encourage monthly over single donations, reflecting the charity's strategic focus on building a reliable base of regular givers.
Full-funnel tracking
We embedded granular event tracking at every step of the workflow, giving WCR visibility of exactly where users engage, hesitate, or drop off, and the data to act on it.
Building a journey that earns the donation.
We rebuilt the donation workflow end-to-end within Umbraco, integrating directly with Findoc and Salesforce to replace the previous multi-platform setup. This gave WCR full editorial control over their giving pages for the first time, while ensuring every data point flowed cleanly through to their CRM.
The results
The redesigned donation journey has delivered immediate, measurable value. By removing friction and empowering supporters with a clearer, impact-led experience, WCR saw a massive shift in donor generosity within the first three months of launch:
+25.5% increase in total donation revenue
+67.9% surge in the overall average donation size
+64.0% growth in revenue from community fundraisers
+56.1% increase in Monthly Donations revenue, directly supporting the strategic push for regular giving.
Alongside this huge boost in funding, WCR has reported a significant uplift in newsletter sign-ups. By eliminating third-party dependencies, the internal team now has full autonomy over their digital fundraising platform. The new tracking infrastructure ensures performance can be continuously refined, with an enhanced, impact-led design concept already queued for future A/B testing to drive conversions even further.
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