‘Season of Promise’ is Pencils of Promises’ annual holiday campaign, centered around the mission of building a sizeable amount of schools (this year—25). At the end of completion, we've hit our goal and raised over 30 schools.
Problem: How can storytelling and engagement metrics be higher through this year's microsite iteration? How can we improve on this from last year?
We found that engagement and clearer storytelling led to more thoughtful (and more $$) donations. Some of the things that were added—button interactions, clear and powerful imagery, a side-scrolling data hub, and interactive icons.
Performance of the site (time spent, average donation value, button clicks, etc.) was the big driver of the site redesign, and it worked out to our favor. People spent an average of 33% more time on on the microsite, and thanks to the new donation module, we’ve doubled our average donation value compared to the same time-frame last year.