Each year, City of Hope Cancer Center conducts 500 clinical trials, enrolling more than 6,200 patients. OurHope is City of Hope's peer-to-peer fundraising platform for cancer research and patient care. The current landing page was under-performing for them and they needed a more impactful and effective experience to encourage people to set up a personal fundraising page.
I wanted to learn more about the audience beyond what I learned in discovery so I conducted a qualitative analysis of about 100 individual fundraising pages created and written by existing fundraisers. The findings told a much deeper story: These people are not here to “fundraise.” We are actually providing them with something much more important: a way to forge meaning from the wake of their experiences with cancer. The opportunity is to understand and support these deep motivations that bring someone to Our Hope.
OurHope was not using any photography on their old site. The “Identified Victim Effect” in psychology shows that the more information you know about the person you are helping, the more you are likely to give.
We replaced the existing illustrations with hero shots of real cancer survivors and their stories.
I also added a layer of social proof to the narrative by introducing the fundraisers as the heroes of the story. Large stat number totals demonstrate the larger collective impact everyone is making together. A real-time feed updates in the background when someone makes a donation.