Annual Red Cross Holiday Campaign
Utilize test learnings to increase campaign donations year over year
Previously, the Canadian Red Cross' Holiday campaign invited donors to build a symbolic survival kit with their donations. This pseudo-set framing was once a staple of of the annual campaign, one of the Red Cross' biggest earners. In 2020, we conducted an A/B test to see if that framing would perform better than asking donors to simply choose a dollar amount when donating.
ROLES
Lead designerArt directionPackaging designBrandingMarketing + Emails
2020 DONATION PAGE
As the design lead for Test B of the A/B test, I designed a desktop experience that allowed donors to choose a dollar amount, offering them a tangible reason to donate while highlighting possible items their contributions could fund.
HOLIDAY CAMPAIGN FLOW CHART
// May take a couple seconds to load //
Test B selected for the 2021 holiday campaign to boost donations
Leveraged insights from the 2020 A/B testing to strategically update content and UI elements, resulting in an optimized user experience across both desktop and mobile platforms. These improvements led to a $1.5 million increase in fundraising revenue from the previous year.
TOOLS
Campaign Monitor: email marketingUnbounce
Annual Red Cross Holiday Campaign
Utilize test learnings to increase campaign donations year over year
Previously, the Canadian Red Cross' Holiday campaign invited donors to build a symbolic survival kit with their donations. This pseudo-set framing was once a staple of of the annual campaign, one of the Red Cross' biggest earners. In 2020, we conducted an A/B test to see if that framing would perform better than asking donors to simply choose a dollar amount when donating.
ROLES
Lead designerArt directionPackaging designBrandingMarketing + Emails
2020 DONATION PAGE
As the design lead for Test B of the A/B test, I designed a desktop experience that allowed donors to choose a dollar amount, offering them a tangible reason to donate while highlighting possible items their contributions could fund.
HOLIDAY CAMPAIGN FLOW CHART
// May take a couple seconds to load //
Test B selected for the 2021 holiday campaign to boost donations
Leveraged insights from the 2020 A/B testing to strategically update content and UI elements, resulting in an optimized user experience across both desktop and mobile platforms. These improvements led to a $1.5 million increase in fundraising revenue from the previous year.
TOOLS
Campaign Monitor: email marketingUnbounce
Annual Red Cross Holiday Campaign
Utilize test learnings to increase campaign donations year over year
Previously, the Canadian Red Cross' Holiday campaign invited donors to build a symbolic survival kit with their donations. This pseudo-set framing was once a staple of of the annual campaign, one of the Red Cross' biggest earners. In 2020, we conducted an A/B test to see if that framing would perform better than asking donors to simply choose a dollar amount when donating.
ROLES
Lead designerArt directionPackaging designBrandingMarketing + Emails
2020 DONATION PAGE
As the design lead for Test B of the A/B test, I designed a desktop experience that allowed donors to choose a dollar amount, offering them a tangible reason to donate while highlighting possible items their contributions could fund.
HOLIDAY CAMPAIGN FLOW CHART
// May take a couple seconds to load //
Test B selected for the 2021 holiday campaign to boost donations
Leveraged insights from the 2020 A/B testing to strategically update content and UI elements, resulting in an optimized user experience across both desktop and mobile platforms. These improvements led to a $1.5 million increase in fundraising revenue from the previous year.
TOOLS
Campaign Monitor: email marketingUnbounce