Wednesday, 12 December 2012

Failure Is Not An Option

We’re very pleased to announce that our recent work for UNICEF UK, the UK presence of the world’s leading children’s organisation, is now live at

UNICEF UK donation page template example by Fifth Dimension

We were asked to increase the impact and effectiveness of UNICEF UK’s campaigns online, and optimise the donor journey to increase the rate and value of donations. The project encompassed a reworking of UNICEF UK’s home page and content pages, with a focus on the donation page variations.

We built flexible page templates using EPiServer CMS 6, which allowed UNICEF UK’s web editors to create bespoke customised donation pages using a suite of dynamic components. We designed these components to tap into UNICEF UK’s live campaign data, specifically to leverage the power behind the psychology of charitable giving which, although sharing some similarities to the persuasive techniques we use to guide our work in the commercial payments sector, is considerably different – and much more complex.

We boiled down our knowledge and research into a 37-point checklist of psychological principals, which we then combined with another (considerably longer) checklist of usability, design and technical principles, to inform all content, layout and functionality. The resulting elements give UNICEF UK’s website editors a variety of complimentary tools with which to create, test and learn, with the goal of improving the effectiveness of their donation pages with each successive iteration.

We’re extremely grateful for the opportunity to work with such an important organisation, and we’re proud of our work on We enjoyed being pushed both creatively and technically, driven even harder than usual by the fact that the consequences of delivering an inferior solution were significantly more disastrous than the loss of a client or not being paid.

Visit to experience the donor journey first-hand and make a donation, or read our case study which explains the project in more detail. On second thoughts, forget the case study – just go and make a donation!

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