Cystic Fibrosis Trust
Optimising the donation journey for one of the UK's most recognised health charities.
Increase in donation page visits from a single experiment
Core workstreams — optimisation and Sitecore management
Technical and optimisation partnership
CLIENT
About the Cystic Fibrosis Trust
The Cystic Fibrosis Trust is the UK's leading charity dedicated to fighting cystic fibrosis — funding vital research, providing expert advice and support, and campaigning to improve the lives of those affected by the condition. Operating at national scale with a significant digital presence, the Trust relies on its website as a central channel for awareness, engagement and donation.
Analogiq was brought in across two distinct workstreams: to apply data-driven optimisation and A/B testing to help the Trust achieve its digital objectives, and to manage their Sitecore platform — handling development requests and ensuring the technical foundation remained stable and well-maintained.
cysticfibrosis.org.uk — funding research and supporting everyone affected by cystic fibrosis
THE CHALLENGE
Improving donation outcomes through insight and experimentation.
The Cystic Fibrosis Trust wanted to understand how data-driven insight and A/B testing could help them achieve their digital objectives — particularly around the donation funnel, where small improvements in conversion could have a meaningful impact on their ability to fund research and support.
The challenge was not simply technical. It required a genuine understanding of who donates to the Trust, what motivates them, and where the existing digital experience was falling short of meeting those needs — before a single experiment could be designed.
“Small improvements in the donation funnel have an outsized impact for a charity of this scale — every percentage point of conversion uplift translates directly into research funding.”
THE APPROACH
Insight first. Experiment with purpose.
Analogiq began with a series of stakeholder interviews to establish the key performance indicators that experiments should be measured against. From this, the focus was determined: the donation funnel was the highest-impact area, and it would become the primary target for optimisation activity.
A combined analytics and heuristic review was conducted to identify the biggest pain points in the donation journey. Working with relevant stakeholders, we built a picture of the needs and motivations of typical Cystic Fibrosis Trust donors — using these insights to inform a programme of experiments implemented in Google Optimize, focused on improving the copy and messaging around donation and better communicating the value the Trust provides.
Stakeholder interviews
Conducted interviews with internal stakeholders to align on KPIs and ensure the optimisation programme was built around objectives that mattered to the business.
Analytics and heuristic review
Deep analysis of the donation funnel to identify the points of highest drop-off and the opportunities most likely to drive meaningful improvement.
Donor insight
Developed a clear picture of the needs, motivations and behaviours of typical Cystic Fibrosis Trust donors — grounding every experiment in audience understanding rather than assumption.
Experimentation
Designed and implemented A/B tests in Google Optimize — improving donation copy, messaging and value communication to reduce friction and increase engagement with the giving journey.
THE OUTCOME
A 29% increase in donation page visits from a single experiment.
One experiment alone — improving the copy and messaging around donation — increased visitation to the donation page by 29%. The work demonstrated the tangible commercial value of structured experimentation for a charity operating at scale, and established the foundation for a continued programme of optimisation.
29% uplift
A single experiment improving donation copy and messaging drove a 29% increase in visits to the donation page — a direct impact on the Trust's ability to fund research.
Insight-led experimentation
Every test was grounded in analytics, heuristic review and donor insight — ensuring the optimisation programme was focused on the changes most likely to make a difference.
Platform stability
Alongside the optimisation programme, Analogiq managed the Cystic Fibrosis Trust's Sitecore platform — handling development requests and keeping the technical foundation secure and well-maintained.
DISCIPLINES
What the engagement covered
The Cystic Fibrosis Trust engagement spanned two complementary workstreams — a structured CRO and experimentation programme focused on the donation funnel, and ongoing Sitecore platform management to keep the technical estate stable and maintained.
WORK WITH US
Want to improve your donation or conversion funnel?
We help charities and other mission-driven organisations apply data-driven experimentation to the journeys that matter most. If you want to understand where your funnel is underperforming and what to do about it, we would be glad to talk.