Toegift.nl is an initiative of 78 charities that wants to get you thinking about your ideals, how philanthropy can help increase your legacy and how you can have a conversation with your family members about this. With that in mind, we developed a website that informs and inspires people to include a charity in their will.
A digital proposition aligned with the mission
Research shows that people start thinking about their legacy as early as around age 45. So we advised Toegift.nl to focus on retention rather than one-time visits, on dialogue rather than brief moments of attention. And because consideration starts with a positive attitude, we decided to develop a platform that motivates visitors to explore their ideals.
Inspiration drives action
The personal stories of others provide inspiration and help guide the target audience to the many possibilities. Based on a "content first" principle, we developed a clear and unpretentious design to best showcase these stories.
Balance between heaven and earth
We balanced the ample focus on personal idealism with playful illustrations and subtle micro-animations. In this way, we added some lightness to a subject that is easily seen as heavy-handed. The new Toegift.nl thus offers a positive and lively user experience.
Step by step to an estate
Actually settling your estate is a fairly complex process in which you have to make and record many choices. To support people, we created the section How to bequeath. With content like "Tips & Topics" or "Bequeathing in 6 steps" we also answer possible questions.
Continuous improvement based on data and insight
Aggregated data in a custom Google Analytics dashboard provides insight into how much users value specific content and charities. For validation, we added a voting system that allows users to indicate whether they find content valuable. Together, this forms the basis for continuous improvement and conversion optimization.
A platform for the future
As the basis for the new website, we used a headless setup of the Drupal 8 CMS and developed the frontend in React. This allows us to keep developing new ways to inspire and activate people, without having to build a new website each time.
Building a better world for future generations
To help people better and better in this process, we are already working on follow-up steps. With a 'matchmaker', for example, who helps you find the charities that match your ideals. Or drawing up a provisional will that allows you to discuss the subject with your loved ones or a notary.
With a growing effect and plenty of ideas, we see the current platform as the perfect springboard for further development of Toegift.nl's proposition.
Waar hebben we mee geholpen?
Interested?
We are happy to discuss what we can do for you! Call +31 (0)20 689 2000 or email info@uncinc.nl for an appointment.