Transparency storytelling and conversion design
A dedicated landing page that shows customers the real-world impact of their donations through clear storytelling, data visualisation and emotional connection.
Role
Donor Loyalty & Supporter Journey Specialist
Organisation
Greenpeace Australia Pacific
Channel
Web
Tools
HubSpot, Shorthand, Canva
Customers needed to see and feel the impact of their contributions in a visual, friendly way, instead of relying on an annual report packed with pages and heavy text.
Dense reports made it difficult to connect emotionally with outcomes.
Long, text heavy formats asked for more time and energy than most people have.
Customers needed something visual and easy to revisit and share.
Built a conversion-focused page that made impact tangible and transparent.
Created friendly, scannable visuals
Designed easy-to-digest graphics
Built emotional connection through design
Included specific metrics and outcomes
Visualised donation breakdown clearly
Made complex data easy to understand
Structured content to guide attention naturally
Prioritised key messages over calls to action
Designed for exploration rather than conversion pressure
Responsive design for all devices
Fast load times for engagement
Touch-friendly interaction patterns
Metrics reflect real-world performance across journeys and digital experiences, reported conservatively to show long-term impact.
16%
Increase in donations
$6K
Additional revenue
35%
Higher click rate
Friendly visuals help people trust what they're seeing more than big marketing claims.
People are more likely to give when they clearly understand where their money goes.
Stories land better when they're emotional but also backed by clear information.
Content that's easy to read and scan is more likely to be shared.