About the Leukaemia Foundation
The Leukaemia Foundation is Australia’s only national charity dedicated to helping those with leukaemia, lymphoma, myeloma, and other blood-related disorders. The digital team is responsible for optimising beneficiary user experience and online donation flows.
The Challenge
The Leukaemia Foundation’s digital team faced several obstacles in optimising their online fundraising experience:
No Clear Baseline: Limited visibility into what “good” looked like across digital fundraising journeys made it difficult to benchmark performance.
Competing Technology: Multiple platforms supporting different fundraising products made optimisation inconsistent and fragmented.
Prioritisation Uncertainty: Without impact sizing, it was difficult to confidently prioritise updates and measure opportunity cost.
The team needed a way to understand supporter behaviour at a deeper level - not just the “what” but the “why” behind drop-offs in their donation flows.
The Solution: Baseline Reporting and Deep Behavioural Insight
Insightech delivered both baseline reporting and deep behavioural insight - revealing the “why” behind supporter behaviour, not just the “what.”
- Provided visibility into supporter journeys across key fundraising experiences
- Identified friction points through behavioural analytics and session replay
- Enabled confident, data-led prioritisation of UX and funnel improvements
- Empowered Fundraiser and Donor Experience teams with accessible, visual insights
“Insightech has uncovered critical pain points in our supporter journey and empowered the Leukaemia Foundation team to make data-led decisions and confidently prioritise updates and improvements.”
With Insightech, the team could pinpoint exactly where supporters were dropping off in the donation flow and understand the behavioural reasons behind it - enabling targeted fixes with measurable impact.
The Results
The partnership with Insightech delivered significant improvements to the Leukaemia Foundation’s digital fundraising performance:
- Late stage donation flow drop off reduced from 10.6% to 3.3% - a dramatic improvement in conversion at the most critical stage
- 55% increase in referral traffic to the support service site by identifying and addressing user journey friction
- Confident, data-led prioritisation of UX updates across multiple fundraising platforms
- Fundraiser and Donor Experience teams empowered with accessible, visual insights
The Leukaemia Foundation continues to use Insightech to optimise supporter journeys and maximise the impact of their digital fundraising efforts.
