CMRI Jeans for Genes

  • 2021

  • Digital
    Web Design and Development

Designed By:

  • Yump Digital

Commissioned By:

Children's Medical Research Institute

Designed In:


Children’s Medical Research Institute (CMRI) is responsible for ‘Jeans for Genes Day’ to raise funds for world-leading scientific research in the areas of cancer, neurobiology, embryology and gene therapy, making a life-changing difference to children, young people and their families.

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  • CMRI had several platforms within its extensive network but managing these separately rapidly drained resources. To overcome this problem and divert funds to where they could make the most impact, CMRI needed a new co-branded website that could consolidate all of its existing platforms. Fundraising campaigns were also overly reliant on in-person activities, so a new website needed to focus on promoting online donations and opening up fundraising pathways.

  • Yump was engaged to redesign and redevelop the website and its Content Management System, donations flow, and integrations with Salesforce and Raisely, a peer-to-peer fundraising platform. Extensive user research was conducted, consisting of site data analysis, stakeholder workshops, and user interviews to create an experience targeted at researchers, donors and fundraisers.

  • The new website consolidated all existing platforms to divert funds to where they were needed most. It saw a 26% increase in pages per session, 34% increase in average session duration, 11% decrease in bounce rate and helped raise a hugely impactful $1,319,713 in donations for Jeans for Genes in 2020. Donor information was also automatically transferred from the website to Salesforce, freeing resources by reducing manual work and staff time. Increased engagement, donations and funding helped CMRI fund vital scientific research to find treatments and cures for children's genetic diseases.

  • Other key features include: - Redesign of the Research pages to showcase the research teams and their projects, to attract more prospective researchers; - Redesign of the donation pathway, emphasising the impact of giving and removing the number of inputs required from the prospective donor; - Salesforce integration transfers donor data automatically into the CRM to start the donor nurturing process; - Redevelopment of the peer-to-peer fundraising platform on Raisely, making it easier for community fundraisers to get involved and compete with one another to raise more funds.