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Charity · food aid
Charity Right
A donation journey rebuilt one small step at a time, with the Magic Beans team.
www.charityright.org.uk, as it looks today.
What I did
Find the friction, count it, remove it
We went through the donation journey step by step and found fifteen separate points of friction. We did not redesign them. We removed them.
Reframe the parts donors dislike
Admin fees got copy that explained rather than apologised. Gift Aid went from a wall of legal text to a single tick box. One-click checkout options went in.
Let the research change the message
User research and a workshop, led by my Magic Beans colleagues, showed that donors cared more about feeding hungry children than about education outcomes. The messaging changed to match, and I measured what that did.
A note on attribution
This project was delivered with Magic Beans, the partnership I work in with Nazia Hassan and Faizan Qureshi. My colleagues led the research and behavioural work. I did the measurement, the funnel analysis and the experiments. The results belong to the project as a whole, not to me alone.
What came of it
Results.
Figures belong to this engagement and this client. Nothing here is an average or a benchmark, and no number appears without the work behind it described above.
“The system they designed takes an organisation on a journey of growth with remarkable clarity, structure and momentum. Their ability to challenge, refine and elevate thinking — while making the process genuinely enjoyable — makes them an invaluable partner.”
What I took from it
Removing fifteen small frictions beat one big redesign. Nobody gives up on a donation because of one thing. They give up because of the fourth thing.
Something similar, at your company?
If I am not the right fit, I will say so on the call and tell you who is.