Brand & CreativeWeb Design & Dev Higher Education

See the Possibility: a brand platform that lifted NUS Giving donations 45%

Client

NUS Giving

The challenge

NUS Giving had a functional website and a flat donation curve. The instinct in that situation is to blame the interface, but the friction wasn't in the checkout.

The problem was narrative. There was no brand idea connecting a gift to what it made possible, no story that turned a donation from a transaction into a cause a donor wanted to be part of. People could give. They were rarely moved to.

See the Possibility

We built a brand platform around what a gift unlocks rather than the size of the ask. "See the Possibility" reframed giving as an investment in outcomes, carried by a "Stories of Impact" approach that put real recipients and their futures at the centre.

Built around five giving pillars

We rebuilt the site's information architecture around five giving pillars, from Community and Social Mobility to Healthy Longevity and Sustainability, so donors could enter through the cause they cared about. Persona-based journeys guided each type of giver, and a "Give Now" action was always one click away.

Underneath, Sitefinity CMS was wired to payment processing so the NUS team could run and update campaigns themselves, without coming back to us for every change.