Donation

Fundraising made frictionless

I redesigned St John Ambulance’s event fundraising journey, making it easier for participants to sign up, create donation pages, and engage with the charity during large-scale events like the Manchester Marathon. By restructuring CMS flows and communication mechanisms, I removed barriers that previously frustrated volunteers and fundraisers, and created a repeatable model for seasonal campaigns.
Employer
  • St John Ambulance
Role
  • Product Manager
Tenure
  • Jan 2022 – Aug 2022
Focus
  • Donation flow
Systems
  • Umbraco
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Problem

Event participants faced a fragmented experience when signing up to raise funds. Registration was clunky, donation page setup lacked clear guidance, and communications with the charity and volunteer network were managed through disparate, inconsistent systems. This friction discouraged would-be fundraisers and created overhead for internal teams.

Approach

I overhauled participant-facing CMS workflows and event support mechanisms by:

  • Designing campaign templates and clear signposting flows for participants to set up donation pages quickly.
  • Streamlining registration journeys to reduce confusion and ensure consistency.
  • Coordinating with internal teams to unify volunteer and participant communications, replacing ad-hoc mechanisms with a structured system.

Outcome

  • Increased fundraiser participation by making it easier for runners and volunteers to get set up.
  • Created a repeatable campaign model that could be reused across seasonal and event-driven fundraising drives.
  • Reduced internal friction by giving teams structured tools and governance for participant management.
  • Strengthened SJA’s ability to harness national events like the Manchester Marathon for visibility and income.