Leukaemia UK

Increasing the impact of a leading blood cancer charity

Client

Leukaemia UK

Deliverable

Enterprise WordPress

Timeframe

3 months

Overview

Leukaemia UK is a leading charity funding ground-breaking research into better treatment and a cure for leukaemia and other blood cancers. Formed after merging two charities in 2019, they were preparing to launch a bold new brand in line with their ambitions to go further to stop leukaemia devastating lives. They needed an accessible and elevated customer-facing digital experience that helped them secure more donations while enhancing their internal processes.

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Uncovering key objectives

Every digital product we build has people at the centre of it. But with so many relying on the vital work that Leukaemia UK does, it was particularly important in this project that we carefully considered who would be using the digital product and what they needed to get from it. The discovery process enabled us to identify the internal and external users who needed to access, manage and interact with Leukaemia UK and what they needed to be able to achieve. We also assessed the performance of the current donations funnel, investigated integrations with third-party services such as Salesforce and payment providers to streamline processes, and conducted in-depth market research and competitor analysis. From there, we were able to recommend an approach and scope out a project that would enable LUK to have the most impact possible.

An elevated front-end experience

The focal point of the project was the new front-end user experience. Powered by our Enterprise WordPress solution, it’s a powerful platform where Leukaemia UK can bring together donations, fundraising and engaging content about their cause to increase their impact. To help LUK deliver a consistent experience across their digital platforms, we created a design system of flexible components which could be used across their ecosystem.

Accessibility

Ensuring the website was accessible, usable and providing a consistently great experience for everyone was a key part of this project. Extensive work and testing was done throughout to assess the main website and the donation funnel’s compliance against the WCAG 2.1 AA standard, and this work is ongoing to ensure we keep up to date as the website and its contents evolve and change.

Our approach to accessibility

A design system with flexible content components

Optimised donations funnel

Income from donations is obviously key to enabling Leukaemia UK to continue their vital work. We designed the donations funnel to be simple, usable and accessible so that people can make a donation in just a few clicks. Early on in the process, we identified the need to host donations on a dedicated CMS away from the main content, meaning fewer technical limitations, fewer bottlenecks and an all-around improved experience for people generous enough to donate.

User-generated fundraising platform

LUK wanted a way to bring fundraising events happening in their community within their digital ecosystem, avoiding the complexity and cost of involving a third-party platform. We built a custom platform that allows users to set up, manage and take donations through their own custom fundraising page within the LUK site, similar to what you’d see on larger platforms like JustGiving.

Powerful reporting

The donations funnel is integrated directly with LUK’s Salesforce account, giving them complete visibility and control over performance and supporter data. Our API maps donations data to Salesforce based on their customer requirements. They’re able to set up campaigns that users can link donations giving them a granular view of the success and progress of each campaign.

Building a partnership

We build lasting partnerships at Adaptable. As well as providing support to ensure security and performance, we’re working closely with Leukaemia UK’s marketing team to continue to evolve the site and the donations experience. This includes implementing additional integrations and enabling more donation types.

“Adaptable have provided excellent support, always approaching projects with enthusiasm, a can-do attitude, and taking an audience-led approach. The team have helped us to find new ways to optimise our website for donations and improve the overall experience for our supporters. We really enjoy working with them.”

Louise Pavoni
Digital Engagement Manager
Leukaemia UK
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