partnered with CleanWater Initiative
Redesign the donation experience to increase recurring monthly donors by 40%.
CleanWater Initiative is a nonprofit dedicated to providing safe drinking water to underserved communities worldwide. Despite strong grassroots support, their online donation page suffered from poor conversion rates and a confusing user experience that discouraged repeat giving.
The vast majority of their donors were one-time contributors, with less than 8% opting into recurring monthly donations. They needed a modern, streamlined donation flow that could turn casual supporters into long-term partners and meaningfully increase recurring revenue.
Pixel Collective completely redesigned the donation flow from the ground up, reducing the steps to set up a recurring gift from seven clicks down to just two. The new experience prioritizes clarity, trust, and emotional connection at every touchpoint.
We introduced an interactive impact visualization that shows donors exactly where their money goes — from water filtration systems to community well construction — making the giving experience tangible and personal. Combined with smart defaults and social proof elements, the new flow was built to convert.
Simplified the recurring donation flow from 7 steps to just 2, removing friction and boosting monthly signups significantly.
An interactive graphic shows donors exactly how their contribution funds clean water projects — from filters to community wells.
Added real-time donor activity feeds and verified impact stats to build trust and encourage new visitors to give confidently.
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