American Lung Association – Donation Forms

Project Description

The American Lung Association is the leading organization working to save lives by improving lung health and preventing lung disease, through research, education and advocacy.  In an effort to increase donor activity for this organization, Charity Dynamics reviewed previous donor data,  provided strategic insight, and implemented Google Analytics experiments and A/B test to maximize donor participation and increase overall donation gift amounts.

Project Details

Client American Lung Association
Skills Strategy, UX Design
View https://www.lung.org


  • Determining gift amounts that resonate with perspective donors
  • Reducing complexity within the donation form user flow
  • Promoting the donation form in their homepage without frustrating visitors with overly prominent call out


  • Analyzing past donor data and results to pinpoint optimal gift amounts, and testing these through A/B testing
  • Scaling down the amount of noise, content, and pages within the donation form to simplify the experience for users
  • Creating light boxes imagery and copy using the look and feel of the website combined with a clean U/X experience to motivate donor activity


  • Increased overall and average gift amounts
  • Increased overall donation conversion

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