Penny Drop
A brand awareness & fundraising solution
Overview
This project presents a user-centred digital strategy to modernise Maggie’s Cancer Centres’ approach to fundraising and community engagement.
The organization faced two key challenges: a need for innovative digital fundraising and increasing awareness among younger demographics (ages 20-35).
Our proposed solutions included an integrated banking feature called Penny Drop, which enables seamless micro-donations, and a story-driven brand awareness campaign, leveraging user-generated narratives to foster emotional connections.
Project Type:
Timeline:
12 weeks (2022-2023)
Academic Project (BA Visual Communication 2022-23)
Tools used:
Figma, Illustrator, Photoshop, InDesign.
Problem Statement
Maggie’s Cancer Centres, a charity that supports individuals living with cancer and their families, faced two core issues:
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Outdated Fundraising Methods – The organization required a more modern, frictionless way to raise funds digitally. Traditional donation models, such as direct debits, were less appealing in a cost-of-living crisis.
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Limited Engagement with Younger Audiences – Only a small percentage of individuals aged 20-35 interacted with Maggie’s centres, despite their relevance to this group. The organization needed a compelling strategy to increase awareness and attract a younger audience.
Project Goals
Target Audience
The target audience is individuals aged 20-35 who are digital spenders and socially conscious but unaware of Maggie’s services. Regular donors, existing Maggie’s supporters, and banking partners who facilitate digital giving.
Research
Methodology
We conducted
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Interviews with Maggie’s staff and existing donors to understand the challenges of traditional fundraising.
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Competitor Analysis of digital donation platforms such as Amazon Smile and Sustainably to identify gaps.
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Surveys targeting younger demographics to gauge awareness and donation habits.
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Usability Testing to validate the accessibility of digital solutions.
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Data Analytics Review to determine patterns in donation behaviours and explore potential for AI-driven personalization.
Key Findings
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Traditional direct debits are declining in popularity due to financial uncertainty.
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Younger audiences are more likely to donate if the process is seamless, gamified, and integrated into existing digital habits.
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Emotional storytelling plays a critical role in motivating engagement with charitable causes.
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Complicated sign-up processes deter potential donors from using existing donation apps.
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Personalized donation requests (e.g., nudging users based on previous habits) can significantly improve engagement.
Ideation & Strategy
Solution 1: Penny Drop – A Digital Micro-Donation System
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Concept: A feature within banking apps that rounds up spare change from transactions (e.g., £3.75 rounds to £4.00, donating £0.25 to Maggie’s).
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Gamification Features: Users can set donation streaks, challenges, and milestone goals to make giving more interactive. Social leaderboards allow friends to engage in friendly donation challenges.
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User Flow: Integrated opt-in button within banking apps with no additional steps for users.
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UX/UI Considerations: Ensuring minimal friction in onboarding, clear donation tracking, and an intuitive interface.
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Banking Partnerships: Aligning with existing round-up savings features to simplify integration.
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Advertising Strategy: Promoting Penny Drop through banking dashboards and digital channels, avoiding excessive notifications to prevent user fatigue.
Solution 2: "Penny Drop" – A Story-Driven Awareness Campaign
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Concept: Showcasing real-life moments when individuals realized how vital Maggie’s services are.
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Content Strategy: Collecting and sharing user-generated stories, blending humor and emotion to engage the target audience authentically.
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Ambassador Program: Collaborating with socially conscious influencers and figures beyond mainstream media celebrities.
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Platform Deployment: Using social media, point-of-sale locations, and Maggie’s digital platforms to share impactful stories.
Design & Prototyping
Wireframes & Prototypes
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Developed low-to-high fidelity wireframes in Figma, ensuring clarity in user journeys for Penny Drop.
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Iteratively tested prototypes to refine accessibility and frictionless integration into banking apps.
Design System
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Branding: Created a modern, warm, and relatable visual identity for the campaign.
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Typography & Colors: A balance of bold and soft tones to maintain an inviting and reassuring feel.
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UI Components: Optimised for accessibility and clarity, especially within banking apps.
Testing & Validation
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User Testing Sessions: Conducted with Maggie’s staff, volunteers, and target audience groups.
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Feedback Iterations: Adjusted navigation clarity, refined opt-in flow for Penny Drop, and optimized content strategy for the awareness campaign.
Key Improvements Based on Feedback
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Streamlined opt-in for Penny Drop, making the process one-click within banking apps.
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Introduced customization options for gamification elements to increase long-term engagement.
Final Design & Impact
Product features
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Penny Drop: Frictionless micro-donations embedded in banking apps.
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Gamification Elements: Leaderboards, challenges, and donation streaks to encourage engagement.
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Let the Penny Drop Campaign: A digital storytelling initiative amplifying awareness.
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Targeted Advertising: Non-intrusive placement in relevant digital spaces.
Future Steps
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Pilot testing of the AI-powered donation system with banking partners.
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Expansion of the campaign through partnerships with digital influencers.
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Exploring integration with payment apps like Apple Pay and Google Pay for greater accessibility.
