Case Study›Women's Refuge

Women's Refuge

Increased Recurring Donation Rates By 40%

July 2025

The Partner

Women's Refuge is Aotearoa's largest nation-wide organisation supporting women and children experiencing family violence. Their Safe Night campaign invites New Zealanders to "gift" nights of safe accommodation through their website, making digital engagement crucial to their mission. With limited tracking and unclear user flows, Women's Refuge needed to better understand how people were interacting with their donation pathways and how to encourage more recurring donations.

Data Story Services

Analytics & TrackingConversion Rate OptimisationWebsite Development

+40%

Increase in recurring donations

The Challenge

Women's Refuge wanted to make it easier for users to understand the impact of their donations and to increase the number of people giving more than once. At the time, their website lacked clear UX signals, did not encourage subscriptions to monthly giving, and offered little feedback or follow-up to givers. There was also minimal tracking to inform what was working and what needed fixing.

Unclear homepage messaging

The site needed improved homepage messaging and clarity to communicate the campaign's impact effectively.

No recurring giving prompts

The site did not encourage subscriptions to monthly giving or promote the benefits of long-term support at the right moments.

Minimal tracking and post-donation touchpoints

There was limited data infrastructure to monitor performance and no meaningful post-donation touchpoints to reconnect with givers.

Our Approach

Our process began with workshops and data audits to understand how users were engaging with the Safe Night campaign. This led to a phased rollout: UX redesign, CTA and icon updates, automation setup, and tracking implementation.

Homepage Redesign with Real-Time Visual Feedback

We redesigned the homepage to communicate the campaign's impact clearly and emotionally. A live donation clicker shows every Safe Night gifted; icons and shortform copy increased scan-ability; CTA structure prioritised donations and repeated giving.

Introduced the Safe Nights Club

To encourage monthly donations, we created the Safe Nights Club. We added clear subscribe options to the Gift a Safe Night page, promoted subscription benefits throughout the donor journey, and framed monthly giving as a long-term impact opportunity.

Automated Gifter Touchpoints

We implemented email and SMS automations that let donors know when their gift was used, encouraged social sharing and referrals, and reintroduced the subscription offer post-donation. These touchpoints strengthened the donor's emotional connection and increased return visits.

The Results

The combined impact of homepage updates, new UX flows, and automated communications led to a +40% increase in recurring donations.

More repeat donors joined the Safe Nighter Club. There was increased engagement with CTAs and impact-driven content, and a higher emotional connection to the cause through post-donation feedback.