Engaging audiences and evolving digital capabilities



Manifesto helped Unicef UK take an audience-centred approach to delivering digital experiences. Based on extensive research and through creating strategy to engage multiple audience segments, the partnership is helping the children’s charity successfully innovative products and campaigns

The challenge:

Empowering effective digital experiences

Unicef works around the world to keep children safe from violence, disease, hunger and the chaos of war and disaster. Unicef UK raises funds to support this vital work and carries out programs in the UK to promote the rights of children. Their website had last been refreshed in 2010. They wanted to reassess the role that the site played in the organisation’s digital strategy, then rebuild it to improve fundraising and increase the impact of campaigns and advocacy


The solution:

Audience-centred design and content strategy 

Combining extensive audience research with strategic reviews of the existing website, content and organisation, Manifesto produced new user personas, user journeys, content strategy and information architecture to meet the specific needs of users. Working as an extension of Unicef UK’s digital team, Manifesto helped deliver a new website which provided editors with immersive storytelling tools and simpler workflows.

The outcome:

Award-winning improvements to fundraising and engagement

Following the website launch, conversion rates among website visitors more than doubled, with cash donations increasing by 55% per visitor. The site also scooped several awards, including a People’s Lovie Award for Best Homepage and a Drum Network Award for Charity Campaign/Strategy of the Year.

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Conversion Rate
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Cash Donations

“We were extremely impressed with the research and strategy Manifesto worked with us to create. Their interpretation of what this meant for our new website made them the natural choice as our digital agency. We’re looking forward to developing this relationship and seeing how much further our digital capabilities can evolve to support our work for children.” – James McDiarmid, Head of Digital Engagement at Unicef UK


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