The Partner
Women’s Refuge is Aotearoa’s largest nation-wide organisation supporting women and children experiencing family violence. Their Safe Night campaign invites New Zealanders to “gift” nights of safe accommodation through their website, making digital engagement crucial to their mission. With limited tracking and unclear user flows, Women’s Refuge needed to better understand how people were interacting with their donation pathways and how to encourage more recurring donations.
Data Story Services
Analytics & Tracking
Conversion Rate Optimisation
Website Development
Quick wins
The Challenge
Women’s Refuge wanted to make it easier for users to understand the impact of their donations and to increase the number of people giving more than once.
At the time, their website lacked clear UX signals, did not encourage subscriptions to monthly giving, and offered little feedback or follow-up to givers.
There was also minimal tracking to inform what was working and what needed fixing.
We needed to: Improve homepage messaging and clarity; encourage recurring giving at the right moments; set up data infrastructure to monitor performance; create meaningful post-donation touchpoints
The strategy
Our process began with workshops and data audits to understand how users were engaging with the Safe Night campaign.
What we did:
This led to a phased rollout: UX redesign, CTA and icon updates, automation setup, and tracking implementation.
Homepage Redesign with Real-Time Visual Feedback
We redesigned the homepage to communicate the campaign’s impact clearly and emotionally.
- Live donation clicker shows every Safe Night gifted
- Icons and shortform copy increased scan-ability
- CTA structure prioritised donations and repeated giving
Introduced the Safe Nights Club
To encourage monthly donations, we created the Safe Nights Club.
- Added clear subscribe options to the Gift a Safe Night page
- Promoted subscription benefits throughout the donor journey
- Framed monthly giving as a long-term impact opportunity
Automated Gifter Touchpoints
We implemented email and SMS automations that:
- Let donors know when their gift was used
- Encouraged social sharing and referrals
- Reintroduced the subscription offer post-donation
These touchpoints strengthened the donor’s emotional connection and increased return visits.
Homepage Redesign with Real-Time Visual Feedback
We redesigned the homepage to communicate the campaign’s impact clearly and emotionally.
- Live donation clicker shows every Safe Night gifted
- Icons and shortform copy increased scan-ability
- CTA structure prioritised donations and repeated giving
Introduced the Safe Nights Club
To encourage monthly donations, we created the Safe Nights Club.
- Added clear subscribe options to the Gift a Safe Night page
- Promoted subscription benefits throughout the donor journey
- Framed monthly giving as a long-term impact opportunity
Automated Gifter Touchpoints
We implemented email and SMS automations that:
- Let donors know when their gift was used
- Encouraged social sharing and referrals
- Reintroduced the subscription offer post-donation
These touchpoints strengthened the donor’s emotional connection and increased return visits.
The results
The combined impact of homepage updates, new UX flows, and automated communications led to:
+40% increase in recurring donations
- More repeat donors joining the Safe Nighter Club.
- Increased engagement with CTAs and impact-driven content.
- Higher emotional connection to the cause through post-donation feedback
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Key Takeaways
Design for Emotional Impact
Live counters and value-focused copy made giving feel real and urgent.
Subscription Models Build Loyalty
The Safe Nighter Club made it easy to become a long-term supporter.
Touchpoints Drive Repeat Giving
SMS and email automations helped deepen relationships and increase ROI.
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