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Unicef UK

UNICEF works in the UK to champion children's rights, win support and raise money for its work with children everywhere.

UNICEF UK is one of 36 UNICEF National Committees based in industrialised countries, raising funds for UNICEF's worldwide emergency and development work.

Fifth Dimension was briefed with the primary task of optimising the donor journey on whilst increasing the impact and effectiveness of the campaigns themselves. Far too many online donations fail to reach completion because the donor journey is not optimised; donors need to be motivated and reassured throughout the donation journey and must be in the right emotional frame of mind to complete the process. Although there are many similarities in the methods used to close a sale on an e-commerce site and encourage a donation on a charity website, there are also many differences, which we had to take into consideration when devising our strategy.

Our solution was to deliver editable page templates with a suite of customisable components which, individually and collectively, are designed to increase donation rate and value. These components tap into live UNICEF UK campaign data and leverage the psychology of charitable giving to help potential donors first make the decision to donate, and then consider giving a higher amount, all with the aim of encouraging them to donate again in the future, reassured by a positive and fulfilling donation experience.

Unicef Uk - Donate - Corporate Appeal - Cropped _499x 455

We constructed the donation page templates in EPiServer CMS 6, significantly increasing back-end flexibility to give UNICEF UK's site editors the ability to manipulate page elements (such as text, buttons, images, video, and dynamic data components) with a view to creating donation page variations for A/B testing using CMO - EPiServer's campaign monitoring tool. This level of flexibility is integral to the test-and-learn cycle which will iteratively improve UNICEF UK's donation pages, with increasingly effective models continually evolving.

We are really happy with the resulting landing pages, and have had great feedback from stakeholders."

Jess Wright Digital Manager (Content & Technology) for UNICEF UK

In addition to optimising the donation experience, we optimised the user experience for other categories of site visitor, including ethical shoppers, fundraisers, campaigners, journalists, health professionals, young people, teachers and members of the public simply looking for information about what UNICEF UK does. Our redevelopment of the homepage and general content pages relied on the application of user experience and web design best-practice to enhance calls-to-action, clearly present and prioritise information and options, integrate social media and optimise organic search, whilst a site-wide redesign significantly improved access to UNICEF UK's vast body of web content, without the need to reformat or amend the data in any way.

Visit to make a donation, and experience the donor journey first-hand.

Jess Wright, Digital Manager (Content & Technology) for UNICEF UK had this to say about working with Fifth Dimension:

"Fifth Dimension have been great to work with on the page templates project. Their project management is excellent and they are flexible to our needs, whilst also giving honest advice when needed, even if this means doing themselves out of some work! We are really happy with the resulting landing pages, and have had great feedback from stakeholders."


EPiServer is the world's fastest-growing provider of Web Content Management (WCM), online social community and ecommerce platforms, delivered through a partner network across 30 countries and more than 460 companies.

Fifth Dimension became one of EPiServer's earliest UK partners in 2005.