City of Hope, one of the nation’s leading cancer research and treatment centers, wanted to expand the reach of its peer-to-peer fundraising program, OurHope. The existing platform was underperforming: landing pages lacked emotional resonance, campaign creation felt transactional, and fundraisers struggled to see how their individual actions connected to a larger movement.
Our goal was to redesign the experience to inspire fundraisers, build trust, and create a sense of shared impact.
Through in-depth qualitative research with cancer survivors, family members, and fundraisers, we uncovered that participants weren’t motivated by the idea of “raising money.” They were searching for purpose, connection, and meaning. For many, fundraising was a way to process their journey with cancer and to honor loved ones.
We mapped these emotional states — from grief, to hope, to empowerment — and used them to inform every aspect of the new experience.
Key insight: Fundraisers needed to feel that their personal story mattered, and that together, their stories could fuel real change.
To respond to these emotional needs, we focused on clarity, empathy, and collective impact:
We replaced abstract illustrations with authentic photography and real stories of patients and survivors. Seeing real faces created an immediate sense of empathy and built trust in the platform’s purpose.
The new experience allows fundraisers to self-select which type of fundraising page they want to create, while keeping the focus on story, dialog, and meaning.
Empowering the Individual
The new design positioned fundraisers as the heroes of the experience. Clear calls to action and simplified onboarding flows reduced friction and gave users the confidence to start their own campaigns.
Demonstrating Collective Impact
We introduced real-time social proof — live donation feeds, campaign highlights, and cumulative fundraising totals. These features reinforced the message that every action contributes to a larger movement, motivating supporters to stay engaged.
The redesigned platform transformed how City of Hope engaged with fundraisers:
Fundraisers reported feeling more empowered and connected to the mission.
Leadership noted a cultural shift, recognizing the platform not just as a transactional tool, but as a storytelling and community-building vehicle.
The design created a scalable foundation for future campaigns, enabling City of Hope to reach broader audiences while maintaining authenticity and trust.