Introduction Between 2022 and 2023 I had the opportunity to work as UX designer at UNICEF on the development of new propositions and customer journeys. During this period we launched multiple online & offline campaigns through which we gained donations for the charity. Our other goal during these campaigns was to learn more about our impact and the wishes of our target group. Through data from Google Analytics, PowerBI and Hotjar combined with user tests, interviews and surveys we gained insight into our target group. This resulted in a list of questions and preferences. The challenge One of the challenges we had at UNICEF is the wish to grow our online channels. However, our long time focus on monthly donations did not fit the wishes of our online audience. There was strongly negative view on “being stuck in a monthly subscription”. During the year we took this as an opportunity to learn more about our (online) audience and try various propositions. The solution Over the year we tested various propositions in order to find one that suits the online behaviour. One of them was a campaign with crowdfunding elements. Out of previous insights we observed an interest in crowdfunding. Having a set and achievable goal combined with directly seeing what impact a donation can make, are some of the elements that resonated with out target group. In order to test whether these elements fit UNICEF we created a campaign with a clear goal and we shared the progress towards the goal. In addition we changed our traditional storytelling to a more visual approach. The result We launched a campaign surrounding the theme water in which we raised donations for provide a community in East-Africa with a sustainable water source. The various steps in the process were explained in an infographic and the progress towards the goal was shared. While the campaign was running we were able to quickly finetune elements due to a combination of monitoring the results of various A/B tests and feedback received over multiple channels. The end result was a campaign with a lot of positive reactions from our audience and a lot of learnings and insights for future campaigns.