Cure Brain Cancer Foundation
New Digital Platform
New CMS
Uplifted Fundraising Capability
Content strategy
Content production
Cure Brain Cancer Foundation (CBCF) is the leading voice for brain cancer research, advocacy and awareness in Australia. With the goals of rapidly increasing brain cancer survival, improving the quality of life for people living with this disease, and the vision of finding a cure, their work is nothing short of life-changing. The digital website transformation project aimed to increase fundraising efforts, improve service delivery to donors, and expand trust and transparency with the community,
The Challenge
To create a performance-centric digital solution focused on what mattered most. Elevating their digital touchpoints to align with the foundation's growth and enhance engagement with the brain cancer community.
Core tenets of the project included revitalising its digital presence, engaging with its wider community, and enhancing touchpoints to create a best-in-class user experience.
Discovery
Spending time with the key stakeholders to understand what the website needed to achieve: the types of content and fundraising events needed as well as how the back-end should work. Using sites from across the same sector, we looked to benchmark what a best-in-class experience would be, with considerations around information architecture, accessibility standards, content design and how the new brand could be applied.
As part of the discovery process, user personas and journeys were developed. These were designed to help structure an accessible information architecture and assist in the development of content.
In the not-for-profit space, community is at the heart of their fundraising. It was important to engage with the community to ensure the prototypes met or exceeded their expectations and experience for what each interaction should be like. Face-to-face interactions and high touch personal communications are central to the success of the community. Donors and the brain cancer community started to show an increase in the preference for online access to the foundation. However, it was essential to make sure the experience online was both personalised and meaningful. Testing showed that the new design and IA made it easy to navigate and the design and brand, whilst fresh, were elements that retained the essence of what the brain cancer community expected from the foundation.
Developing a community-focused digital platform was essential.
With so much rich content from suppporters and the broader community, along with the calendar of fundraising, providing incredible community engagement opportunities, the design consideration for the user interface was to provide a simple way for visitors to navigate the site.
The personas developed during discovery were central to developing a secondary menu, displaying an intent-based directory. A primary navigation bar provided standard page categories and information. Each user intent was assigned a colour from the new brand identity, helping to be a visual bookmark. Meta navigation was added to promote standalone campaign and event pages.
Guidance on the photography style from a digital perspective was considered to enable imagery to complement the web UI, all the while delivering on the vibrancy of the brand.
User testing
Iteration of the design
eCommerce donation capabilities, educational guides, events calendars, and customer portals for users to log in and see their donations, events and fundraisers with the charity. CBCF has a well-engaged community of active supporters, and we developed an individual and team-based fundraising system. When groups of people fundraise for a specific cause or campaign, they can create individual shareable pages to promote their participation, collect donations, and have the amount contributed to the team page. As the individual or team gains traction, they earn badges and celebrate their success on the leaderboard.
Other considerations
Impact
This digital transformation project changed how CBCF interacts with their diverse community. From donors, fundraising groups, scholarship, thought leadership and research. It has reimagined how the organisation shares the stories of their community.
There are now more ways to engage and contribute to CBCF, from automated donation processes and on-demand resources to automated nurture communications.
