2021 Holiday Campaign
Art Direction + UX/UI
The Canadian Red Cross Holiday campaign invites donors to get a set dollar amount or build a survival kit using pseudo-set psychology, encouraging them to complete the kit.
However, after a 2020 donation page test was conducted, it was decided to only give donors set dollar amounts and no longer give donors the option to build their own kit.</4>
The 2021 campaign raised 2.3+ million, an increase of about 1.5 million from the previous year.
An A/B test was conducted in 2020 to determine whether giving donors the option of building a survival kit, something that was done in all previous holiday campaigns, made a difference in donations. I worked on desktop version of test b and created a page that gave donors a tangible reason to donate while still showing what kind of items their donations could purchase.
Live links: test a | test b
holiday flow chart
From the 2020 A/B donation page test, it was decided to use test b with changes to help optimize both desktop and mobile. Other campaign assets, include emails, pop-ups, landing pages and product photography. To view the live 2021 donation page, click here.