Case
Läkarmissionen - website in Umbraco
Läkarmissionen faced a brand repositioning - from an old-fashioned fundraising organisation to a digital, forward-looking aid organisation. We developed a completely new website and a new CMS in Umbraco. We integrated with Bisnode Charity and a payment gateway via Payex.
Läkarmissionen needed to modernise their website and the perception of their brand. Their target audience is primarily older women and they also wanted to reach younger age groups.
Concept
Läkarmissionen's mission is to help people help themselves. We therefore focused on highlighting positive, uplifting images and messages rather than misery and distressing pictures. The importance of showing success therefore became central to the content.
We addressed this in several ways:
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Prominent areas on the homepage that display Läkarmissionen's results in numbers.
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The aid projects have clear progress meters indicating how much remains to reach the goal.
- The images in the gift shop show happy people in an environment where they use their gift, e.g. a chicken, as opposed to a picture of an isolated chicken.
Function and content
When we looked at Läkarmissionen's then-current website we saw a common phenomenon among older sites - a patchwork that had been filled with large amounts of unprioritized information that was worded in a cumbersome way. Our interaction designer cleaned it up, restructured, clustered and gave the structure a logical approach based on the user and his/her needs.
Among other things we created new headings and names for services and features to make them easier to understand, for example their previous gift shop was called "Webaid shop" which we saw a strong need to simplify to simply "gift shop"
In the gift shop we also restructured the content so that the aid projects that are in greatest need of help are prioritized and therefore appear at the top of the page.We streamlined the flow of buying a gift and creating a custom gift certificate. Here we also created a new design for their physical gift certificates so that they would feel more modern and harmonize better with the site.
Results
Two of the impact goals were to increase donations and to get more monthly donors to use direct debit, in order to reduce the internal administrative burden. We therefore developed a “donation widget” that is always visible and easily accessible.
This has helped make it significantly easier to quickly and simply donate money using different payment methods. We have also created the option for companies to give money in this convenient way.
About Läkarmissionen
Läkarmissionen is a Swedish aid organization that works to change the future for vulnerable people. Through donations from private individuals and companies in Sweden, they channel about 100 million kronor to relief efforts in four continents.
