Donations from individuals and organizations enable UNICEF to protect and help children in developing countries. For this reason, its main objective is to find ways to facilitate its fight for children's rights.

Nowadays, digital channels are an essential platform to contribute to social causes. Therefore, the organization concluded that it had to optimize its online portals.

UNICEF Spain requested emergya's services to improve its digital presence with a single purpose: to change the lives of thousands of children. So they began to develop a comprehensive project that included a total change in its corporate website and its e-commerce platform.

Integrating and enhancing digital channels 

Protecting children's rights is one of UNICEF's top priorities. For this reason, one of their main challenges was to remain the leading online channel for this cause. 

To meet their goal of reaching more children, they needed to increase their online conversion rate. These donations are their main goal. Without them, factors such as malnutrition and lack of education will continue to be present in these countries. 

Simplifying, integrating and improving internal processes are key for UNICEF to optimize its channels and thus to continue the fight for children's rights. 

Online platforms modification

Once the objectives were clear, the defined changes began to be implemented. A solution was proposed for each of its digital channels: 

• Corporate website. A comprehensive analysis of the target group and a complete redesign of the software architecture were carried out. In addition, tailor-made workflows were developed to integrate the new website with the donor management tool and its existing partners. 

New platform, more content. Now in four different languages. 

• eCommerce. Based on analytical and user research, we designed and implemented a new eCommerce platform integrated into Ubercart, a Drupal eCommerce distribution. This new platform was optimized to maximize direct conversions and improve ROI from online acquisition sources.

Merged three UNICEF online platforms into a single optimized website.

• Integrations. Complete unification of internal tools and different online channels, connecting its legacy CRM with online user databases, and from there with the web analytics system. 

Donations increased by 20 per cent

Thanks to the changes implemented in the digital channels, UNICEF was able to reach its goals and continue its humanitarian work. 

Donations on the website increased significantly in the first six months, resulting in supplies and aid for thousands of children. 

There was also a great improvement in the engagement and loyalty values of users browsing the website. 

Significant changes were also seen in eCommerce. Sales of Blue gift, its flagship product, grew by up to 10%. At the same time, the seasonality of sales for other products in the online shop decreased.