Standing Together Against HIV

Orange Babies aimed to upgrade its digital presence to boost fundraising efforts and engage a younger audience. The key objectives were:

• Improve the online donation process to encourage more one-time and recurring contributions.
• Increase online fundraising by making it easier for supporters to take action and start their own campaigns.
• Reach and engage younger donors for long-term support.
• Digitalize processes to improve efficiency and accessibility.
• Encourage third-party fundraising initiatives and event participation.
• Strengthen emotional connections with donors and partners to foster long-term involvement.

To address these challenges, we redesigned the Orange Babies website with a strategic focus on increasing donations, engaging new supporters, and optimizing the overall user experience. Our approach included:

Optimizing the Donation Process

• Streamlined donation flows for one-time and recurring contributions.
• Reduced distractions and improved clarity on the purpose of donations.
• Highlighted the impact of contributions through clear messaging and visual storytelling.
• Simplified donation forms and expanded payment options for better accessibility.
• Encouraged recurring donations with compelling messaging and incentives.

Strengthening Emotional Engagement

• Shared inspiring stories showcasing Orange Babies' impact.
• Clearly communicated the need for support and the effect of donor contributions.
• Encouraged participation in fundraising events and third-party initiatives.
• Sharing and showing stories, so that young people, among others, can empathize with the same-aged target group in Africa

Strategic Focus Areas

The redesigned website centered on two key sections:

1. “What We Do” – Featuring projects, impact stories, and educational resources to inform and inspire visitors.
2. “What You Can Do” – Highlighting donation opportunities, upcoming events, and an easy-to-use platform for individuals to start their own fundraising initiatives.

The new digital strategy aims to significantly improve key performance indicators for Orange Babies. Notable results should include:

• Increase in online donations – A higher conversion rate for both one-time and recurring contributions.
• More third-party fundraising initiatives – A rise in the number of people launching their own campaigns via actie.orangebabies.nl.
• Greater event participation – More sign-ups for Orange Babies-organized events, leading to increased engagement and community involvement.

Through a strategic digital approach, Orange Babies now has a more effective, engaging, and user-friendly online platform. The renewed website not only simplifies the donation process but also strengthens connections with donors and supporters. By combining emotional storytelling with functionality, the new platform empowers more people to take action and contribute to Orange Babies’ mission.