The engagement
iCharms is a charity platform that enables online donations for causes across India. We led the website development and growth partnership from 2023, building both the technical platform and the marketing engine.
Scope of work
- Website — custom Astro build with a donation flow optimised for conversion
- Donation flow — secure payment integration, recurring donation options, donor dashboard
- SEO — topical clusters around charitable giving, cause-specific landing pages
- Social — content strategy across Instagram and YouTube, impact storytelling
- Brand — visual identity, trust signals, transparency reporting
The approach
Trust is the core currency of a charity platform. Every design decision was made through the lens of "would this make a donor feel confident?" — from the SSL certificates displayed prominently, to the impact reports published quarterly, to the donor dashboard that shows exactly where the money went.
The donation flow was built to minimise friction: 3 clicks from landing page to confirmation, support for UPI (critical for the Indian market), and a recurring donation option that's presented without being pushy.
SEO targeted both cause-specific queries ("donate to [cause] in India") and brand queries. The content engine published impact stories, beneficiary profiles, and transparency reports — the kind of content that ranks well and builds donor trust simultaneously.
The outcome
- Donation conversion rate of 3.2% (industry average is ~1.5%)
- Organic search drives 35% of new donor acquisition
- Recurring donations account for 28% of total donation volume
- The platform processes donations securely with zero payment incidents
The most meaningful metric isn't on this list: the total amount raised for causes across India. That's the real outcome of a platform like this — the marketing and technology exist to move money from people who care to people who need it.