Children with Cancer UK take money three ways: donations, a shop, and a lottery and raffle. The same brand has to work for a parent whose child was diagnosed last week, someone who plays the raffle every month, and a volunteer running an event.

Those three want opposite things from the same site. The parent needs help and information quickly and isn't there to give money. The raffle player wants the price, the prizes and the draw date. The volunteer wants event listings and materials. Design for one and you lose the other two.

I built and ran the discovery kit that opened the engagement: five activities, a competitor review, audience mapping and a prioritisation matrix, alongside interviews with parents whose children had been treated. Those interviews produced something the analytics couldn't. A lot of what a family needs at diagnosis is practical support this charity doesn't provide, things like bone marrow registration and financial help.

So the support section links out to Anthony Nolan, Blood Cancer UK and others, each with their own logo, prominently, from pages a donor might otherwise be sitting on. Giving away your own traffic is not what the analytics would recommend. It's what the interviews found. Underneath, three funnels run on one grammar, donate, shop and play, sharing components and a single supporter record across three brands on one platform.

Lottery users rose 55% in 30 days and the raffle 95% year on year. Both are traffic rather than conversion, and both sit alongside several other changes made at the same time, so I wouldn't claim them alone.