Cambodian Children’s Fund
Cambodian Children's Fund has spent over two decades working to end poverty in one of Cambodia's most at risk communities. While their mission was thriving on the ground, their digital presence and donor model weren't built to scale. As part of an agency team, I helped CCF evolve from a foundation sustained by a small group of major donors into a movement supported by many, through a refreshed content strategy and a reworked donation experience.
client
Cambodian Children’s Fund
year
2020
timeframe
3 Weeks
Cambodia Children's Fund homepage.
Problem statement
CCF struggled to communicate the full scope and impact of its work, having grown to more than 60 individual initiatives without a clear way to explain how they connected. Donors also had limited ways to give, with the organization relying heavily on a small network of major donors rather than a broader, sustainable base of recurring support.
Solution
I helped coordinate stakeholder interviews to understand CCF's work from the inside, then developed a content strategy centered on telling the organization's story honestly, including the story of founder Scott Neeson, who built a ground up school system that has helped children in the community succeed. The goal was to help donors understand not just what CCF does, but the direct line between their dollars and a child's quality of life.
As part of this work, I helped restructure CCF's 60 plus initiatives into a clearer hierarchy built around real human needs, and contributed to giving programs like Sponsor a Child and Support a Granny, the latter reflecting the vital role grandmothers play as the bedrock of the community CCF serves. I also helped rework CCF's donation flow, expanding it from a system built for a small number of major donors into one that supports one time and recurring gifts from anyone.
Impact
Following launch, CCF saw an increase of nearly 1.5 million dollars in new donations. This reflects the combined results of the brand refresh and the reworked donation flow, and points to a broader, more sustainable base of donor support for CCF's mission going forward.
Whiteboard sketches from wireframing workshop.
Mobile wireframe comps.
Example of content strategy applied to wireframes.
Pages from a "recipe book" for the module designs.