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UNICEF UK My Fundraising

Redesign of UNICEF UK's My Fundraising resulted in average donations increasing by 56%, and a total of more than £645K raised in year one.

UNICEF UK, the world’s leading children’s organisation, has been a client of Chameleon’s since the agency began.

At the beginning of 2011, UNICEF UK chose to invest in improving its My Fundraising website, which had become outdated, and needed optimisation in order to provide fundraisers and supporters with a better user experience. It was predicted that a newly designed and developed My Fundraising would improve the site’s effectiveness at generating donations.

Chameleon re-designed and developed My Fundraising, a site that allows individual fundraisers to create their own profile pages, including up to six images, details of their specific fundraising event, target and progress. With the new site, fundraisers and their supporters can now also share their activity through integration with Facebook and other social channels.
As well as an updated look and feel, the site now has a clearer and more intuitive navigation structure and streamlined donation process that includes PayPal.

As My Fundraising is UNICEF UK owned and branded, there are no commission fees payable to third parties, meaning that 100% of donations go directly to the charity. UNICEF UK also has full access to the site’s analytics and all supporter and donor data.
The site launched in April 2011, and UNICEF UK promoted it by emailing its supporter base and placing banner ads on its main site, unicef.org.uk, at launch.

  • The average donation on the previous My Fundraising site was £25, and on Just Giving, £20. On this new site, the average donation has jumped to £39
  • Within a year, My Fundraising had raised over £645,000 for UNICEF

Ruth Foss-Smith, Fundraising Initiatives Event Manager, UNICEF UK: "Not only has this site raised a phenomenal amount of money, but we have the data for every person who’s donated, which we can use to communicate more effectively with supporters and build on our success in 2012."