HomeCase studiesCharity Right
Charity · food aid
Charity Right
A donation journey redesigned around micro-conversions, with the Magic Beans team.
www.charityright.org.uk, as it looks today.
What I did
Find the friction, count it, remove it
The donation pathway was pulled apart step by step. Fifteen separate friction points came out of the flow — not redesigned, removed.
Reframe the parts donors resent
Admin fees were repositioned with copy that explained rather than apologised. Gift Aid went from a wall of legal text to a single tick. One-click checkout options went in.
Let the research change the message
User research and a problem–solution fit workshop found donors cared more about feeding hungry children than about education outcomes. The messaging strategy changed to match, which is the kind of finding that only comes from asking.
A note on attribution
This was delivered with Magic Beans, the partnership I work in alongside Nazia Hassan and Faizan Qureshi. The research and behavioural work here was led by my colleagues; my side was the measurement, the funnel analysis and the experiment programme. The figures belong to the engagement as a whole, not to me alone.
What came of it
Results.
Figures belong to this engagement and this client. Nothing here is an average or a benchmark, and no number appears without the work behind it described above.
“The system they designed takes an organisation on a journey of growth with remarkable clarity, structure and momentum. Their ability to challenge, refine and elevate thinking — while making the process genuinely enjoyable — makes them an invaluable partner.”
What I took from it
Fifteen small frictions removed beat one big redesign. Nobody abandons a donation because of one thing; they abandon it because of the fourth thing.
Something similar, at your company?
If I am not the right fit I will say so on the call, and tell you who is.