British Red Cross
Industry: Charity
The British Red Cross helps people in crisis in the UK and internationally. From emergency response to health services and support for vulnerable people, its work is powered by donations, fundraising, and public engagement — much of it through digital channels.
The Brief
In a competitive fundraising environment, British Red Cross faced evolving donor expectations and increasing pressure from rivals. They needed to modernise their online donation experience without risking a decline in income from existing giving pathways.
The Numbers
+£60k
In additional funds from a single test
+£4.4m
In incremental savings
50%
Experiment win rate
The Solution
We conducted a thorough audit to identify friction points and gaps in the donation journey. Using these insights, we developed and ran targeted experiments to optimise each stage of the journey, boosting engagement, unlocking new revenue streams and maintaining overall donation performance.
The Results
Our work generated £60k in additional donations from a single test, delivered £4.4m in incremental savings and achieved a 50% experiment win rate, strengthening the charity’s fundraising effectiveness.
