Making donation feel human
The project
Bounce rate down from 40% to 28% — with 3,000 extra donor-centre visits in six weeks.
Overview
A five-month rebrand that replaced clinical messaging with emotionally resonant storytelling across web, email, social and out-of-home, supported by a simpler donor journey.
The brief
Lifeblood needed to move beyond clinical, transactional messaging and build a donor experience that felt emotionally relevant across every touchpoint — while reducing friction in the path to booking.
The approach
Working in Agile sprints across creative, communications, UX and channel planning, I helped translate behavioural research into a new storytelling system. The work covered the rebrand, donor-centre messaging, lifecycle email and SMS, geo-targeted campaign scripts and a streamlined onboarding journey.
Outcomes
Reduced onboarding bounce rate from 40% to 28%.
Removed two steps from the donor sign-up journey.
Drove 3,000 additional donor-centre visits in six weeks.