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Case Study

Penny Appeal

Sector

Charity & Wellbeing

Services

Web Design | Web Development

The Brief

Penny Appeal was set up in 2009. They provide poverty relief across Asia, the Middle East, and Africa by offering water solutions, organising mass feeding, supporting orphan care and providing emergency food and medical aid.

Penny Appeal came to Cefar with a challenge; their website was outdated and underperforming, both in terms of engagement and, most importantly, donation conversion. Despite having strong brand recognition in the industry, their online presence was falling short. The user experience was clunky, the interface lacked modern usability standards, and the donation journey was confusing and too complicated for users to engage with.

Cefar were given the task to revisit Penny Appeals' whole digital experience. We saw our mission as firstly to streamline the user journey, eliminate friction points, and design and build a UI UX that not only reflected Penny Appeal's brand strength but also made the donation journey effortless.

The Solution

To address Penny Appeal's challenges, we delivered a comprehensive overhaul of their current site. We redesigned and built the entire interface with a user-first mindset, focusing on clarity, accessibility, and emotional engagement.

We replaced the multi-step donation process with a one-click approach. All the design elements for the website were redesigned to guide users to take an action. By streamlining and replacing the one-click donation journey, we were able to remove any data fields that we saw as a distraction, making the journey effortless for users to support a cause.

We also identified that most of the traffic was coming from mobile users. So we adopted a mobile-first approach, creating a responsive design that was fast, fluid and looked natural on small mobile devices. We focused our web design on conversion-driven layouts, with key CTA repositioned and donation prompts to capture user intent at the right moment.

For SEO, we optimised the site performance by improving the speed and reducing load times, particularly on mobile. This meant we could minimise checkout abandonment and maintain engagement. Finally, we ensured the new web design met WCAG accessibility standards, allowing users of all abilities to navigate and contribute with confidence.

Not only did the new platform enhance the user experience, but it also transformed how the Penny Appeal team manage their operations internally. By building the site on WinterCMS, their team can now easily update and create new appeals, adjust content, and allocate donations to specific causes without support. This simplified the process and gives the team full control and flexibility.

The Results

Since the Penny Appeal website went live, the results have been incredibly positive. We've seen a 13% reduction in checkout abandonment, showing that users now find the donation process much clearer and easier to use. Even during an out-of-season period, average daily donations are already spiking towards £10,000, highlighting the impact of a smoother, more engaging user journey.

Overall traffic and engagement has also grown significantly, with 40% more new users visiting the site and an 18% rise in engagement overall, showing that visitors are exploring more of the content. Interaction with key parts of the website has improved too, demonstrated by a 60% increase in key events and a 67% increase in scroll depth, meaning the users are willing to interact with more of the new site compared to the previous one. Overall, these results show a much stronger UI UX experience that is already driving engagement and donations.

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The Impact

See how the work we did had a positive impact on Penny Appeal's website

540^%

Increase In Completed Checkouts

167^%

Increase In Page Views

+375^%

Increase In Web Visitors

Optimising Penny Appeal's User Experience And Donation Journey

Mobile First Approach

With the majority of visitors accessing the site using their mobiles. The design had a clear focus on a mobile-first approach. Every element was considered from the perspective of how it would feel and function on a smaller screen. By mapping out real user flows and donation behaviour, we refined layouts, navigation, and call-to-action placements to keep engagement high and friction low.

The result was a cleaner, faster, and more focused experience. One that supports Penny Appeal's mission by allowing users to donate quickly and confidently, no matter the device they are using.

Understanding User Behaviour

We designed our website with a mobile-first approach, focusing on how users naturally interact with their screens. By studying thumb reach and movement patterns, we identified the most comfortable zones for tapping and navigation on mobile devices. This insight guided our layout decisions, ensuring that key interactive elements were always within easy reach.

One of the most impactful features we implemented was a “DONATE NOW” quick bar that was in a fixed position on the page. The bar was strategically placed in the primary thumb zone for maximum visibility and effortless access. This design not only improved usability and engagement but also increased conversion rates by reducing friction in the donation process. This allows users to act instantly, wherever they are on the site and whatever device they are using.

Streamlined Donation Process

We planned and redesigned the entire donation flow to make it as seamless as possible. Simplifying steps, reducing distractions, and introducing clear sections that need to be completed to make it easier for every user to complete the donation as easily as possible. Payment options were also expanded to include modern digital methods, offering convenience and flexibility for every type of donor.

Adding payment APIs like Google Pay and Apple Pay means users can complete the payment efficiently. This approach helped transform the donation journey into a quicker, seamless and more meaningful interaction.

Popout Cart Designed To Maximise Conversions At Checkout

To support recurring donations and upsells, we introduced a pop-up cart that appears at key moments in the journey. This feature allows users to review, edit, or increase their donations without leaving the page, maintaining engagement and reducing drop-offs.

By keeping the checkout process visible yet unobtrusive, the experience feels effortless. This encourages users to complete their donation and explore additional ways to give.

Showing The Impact With Our Creative Direction

Our creative direction set out to do more than make a website look beautiful. We aimed to make people feel something. Every decision, from visual identity to content structure, was guided by a desire to tell stories that matter, stories that connect audiences to the lives being changed through the charity's work.

We wanted visitors to understand the impact and to feel the humanity behind every initiative and see the results of compassion in action. By prioritising authenticity and empathy, we created a digital platform that gives voice to the people at the heart of the appeal, ensuring their stories lead the design, not the other way around.

Sharing Meaningful Stories

To highlight real-world impact, we placed stories and case studies at the forefront of the site. These stories give the user insight into where their donations go and the lives they are changing, turning statistics into personal, emotional connections that inspire continued support.

Putting People First

Our design thinking is centred around people, the donors, the volunteers, and most importantly, the individuals Penny Appeal supports around the world. Every image, colour, and line of copy was chosen to humanise the brand and reinforce its mission of making charitable giving accessible, meaningful, and lasting.

Promoting The Impact

We made sure every page had a purpose. Visuals and storytelling were combined to celebrate success stories and show the tangible results of donations. By weaving these narratives throughout the site, visitors are reminded that every contribution, no matter how small, plays a significant part in creating positive change.

With your donations, Penny Appeal has served...

COMMUNITIES

By Building Mosques

MILLION

MEALS

THOUSAND

QURBANI MEALS

COMMUNITIES

By Building Schools

We focused on the real-world impact of Penny Appeal's work with bold, powerful imagery.

Penny Appeal Testimonial

“I think this is the real testament to the Cefar Team and the Orange Team at Penny Appeal. Every department has constant support from the Cefar Team. We cannot underestimate the significance of this website to the organisation. Thanks to the new website, the brand new one-click checkout and all the new features. We are seeing that more funds are being fed, more communities will be given stability, and more families will be given hope. Thank you, Cefar.”