Giving What We Can — Malaria Campaign
An award-worthy editorial donation experience for a global malaria-eradication campaign — built to convert empathy into recurring giving with cinematic typography, GiveWell-backed facts, and a frictionless monthly donate flow.
Measurable Results
Before & After
The Challenge
Most charity sites bury the ask under stock photography and feel-good copy. The client needed an editorial-grade campaign experience that respected the audience's intelligence, surfaced GiveWell's cost-effectiveness data, and turned first-time visitors into recurring monthly donors.
The Solution
Designed a magazine-style narrative with a hero film, live impact counters, and an inline donation widget that calculates lives protected per dollar in real time. Integrated Stripe for one-off and monthly giving, added a 'check my facts' transparency page linking GiveWell's analyses, and optimised the entire flow for mobile-first share-to-donate journeys.
Key Features
Editorial hero with cinematic 4-minute campaign film
Real-time donation calculator (children protected per gift)
Stripe-powered monthly + one-off giving flow
Live impact counter — children protected to date
GiveWell-linked transparency and 'check my facts' page
Tax-deductible receipts and donor dashboard
Technology Stack
"It feels like a New Yorker feature that happens to take donations. Recurring giving has become our largest revenue line — entirely because of how this campaign was built."
Campaign Director
Giving What We Can
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