The Brief:

Research indicated that a high number of Rethink’s digital visitors wanted to support the organisation, but that wasn’t being reflected in the number of conversions and donations.

The approach:

In order to design effective change, we needed to understand the audience: the motivations underlying their passion for the cause, the triggers that move them to engage with the charity, and any pain points and barriers to conversion.

We needed to demonstrate a clear return on investment for any development, so a rigorous, data-driven approach was required. To deliver this we:

  • Undertook qualitative research both with Rethink’s existing audience, and with people who had the propensity to support a mental health charity but had not yet engaged with Rethink.
  • Supplemented the qualitative research with quantitative research from a web survey and analytics.

We then ran a collaborative design process at Rethink’s office to sketch new solutions based on the research findings.


We A/B tested the proposed solutions. The new variant resulted in donation conversions increasing from 35% to 76%.

Client’s view:

“Following some earlier research that We Are MC2 had delivered for us, we discovered that visitors to our website really wanted to engage and support our cause. We wanted to ensure that the user experience our website offered capitalised on that willingness and converted it into action.

“They planned a program of user research that provided fascinating insights into our supporters’ motivations and preferences, as well as quantitative data to back-up design decisions. They also helped us cost-effectively reach beyond our existing, engaged audience to those with a general interest in mental illness who don’t currently engage with us and gave us really useful insight and ideas on how to grow our audience.”

Peer Quaide, Digital Communications Manager, Rethink Mental Illness

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