Despite a strong mission and clear impact, WONDER’s visibility and donor conversion and re-donate rates had not yet gained momentum.
As part of our ESG efforts, Simon-Kucher worked pro bono with The WONDER Foundation to identify practical initiatives to address these challenges and support their goal of building a growing, engaged donor base.
The charity relied heavily on one-off donations from trusts and foundations, with limited recurring giving. Most donors already knew WONDER personally. Lack of visibility meant fewer people had the chance to discover and support WONDER’s mission.
Additionally, the donor journey was suboptimal. The calls-to-action were not always clear, the storytelling varied in consistency, and the emotional urgency was less evident across key touchpoints.
A benchmark analysis against similar organizations highlighted gaps in SEO reach, conversion design, and emotional resonance. WONDER recognized the need to strengthen its donor experience, improve engagement, and create a more sustainable giving model.
Designing a connected donor journey
We worked with The WONDER Foundation through a focused five-workshop program to improve how it attracts, converts, and retains supporters. Together, we mapped the donor journey from first contact to repeat giving, identifying key barriers along the way.
Our audit of the website and newsletter revealed opportunities to simplify navigation, strengthen storytelling, and make calls to action more visible. We discussed proven conversion tactics such as behavioral nudges, A/B-testable messaging, and gamified donation options to lift engagement.
To encourage sustained giving, we designed a tiered subscription model and explored AI-driven CRM tools to personalize outreach and automate reminders. Finally, we outlined creative ways to grow reach - from influencer partnerships and PR collaborations to SEO improvements and interactive content.
A blueprint for growth
Our work gave The WONDER Foundation a focused plan to turn one-time gifts into lasting support.
We helped clarify and strengthen the charity’s message, ensuring that its purpose and impact come through clearly and consistently across all channels. The donation process was investigated with practical suggestions for improvements such as clearer prompts and pre-set giving levels and messaging / images that show the tangible difference each contribution makes.
Through smarter segmentation and tailored communication, WONDER now has a more targeted approach to each out to potential donors.
Finally, a new rhythm of awareness and fundraising campaigns, supported by stronger SEO, more engaging social storytelling, and ongoing performance monitoring, will help the charity reach more people and steadily improve its results over time.
Together, these steps give WONDER a sustainable model for growth - one that deepens awareness, increases conversions, and builds recurring giving around a powerful cause.
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