Children with Cancer UK - Shop and Gaming Sites Build Project

Introduction

Extending a Digital Presence Across Three Platforms

Filter partnered with Children with Cancer UK for the second time to redesign and rebuild its Shop, Lottery and Raffle platforms, following the successful launch of the charity’s main website.

The existing sites were outdated, heavily customised and difficult to manage, with even minor updates requiring developer support. They also no longer aligned with the new design system introduced on the main website, resulting in an inconsistent user experience and diluted brand presence.

Filter delivered a complete overhaul, rebuilding the platforms using a WordPress multisite architecture.

A unified design system brought consistency across all touchpoints, while Salesforce integration streamlined and automated data flows. The introduction of a flexible CMS enabled internal teams to manage content and campaigns independently, and WooCommerce provided a seamless e-commerce experience for the online shop.

Relationship Length

The new websites launched in October and November 2025

Focus

Rebuilt e-commerce platform, simplifying a complex design and prioritising user journeys

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Problem

Outdated, heavily customised sites that required developer support for even simple content updates
A look and feel no longer aligned with the refreshed brand or redesigned main website
Manual, time-intensive processes for transferring data into Salesforce and managing gaming entries and fulfilment

Solution

Outdated, heavily customised sites that required developer support for even simple content updates
A look and feel no longer aligned with the refreshed brand or redesigned main website
Manual, time-intensive processes for transferring data into Salesforce and managing gaming entries and fulfilment

Result

Consistent design scheme across each website, drawing on the look and feel, layouts and blocks from the main site
Optimised user journeys to maximise conversion rates, with Salesforce integration powering advanced marketing outreach and personalisation
Scalable CMS enabling fast, consistent marketing updates and supporting ongoing growth

The Challenge

While the new Children with Cancer UK site delivered a modern and flexible platform, the wider ecosystem remained reliant on outdated, heavily customised systems.

These legacy platforms were difficult to manage, with even simple updates requiring developer support. Over time, complex codebases and layered customisations limited the team’s ability to evolve the sites or respond quickly to new needs.

They also no longer aligned with the charity’s refreshed brand, creating a fragmented user experience that diluted impact and risked reducing trust across key fundraising channels.

Operationally, manual data transfers into Salesforce and time-intensive fulfilment processes introduced inefficiencies, increased the risk of error and placed additional strain on internal teams, highlighting the need for a more streamlined, automated solution.

Our Approach

Filter began with a series of workshops and discovery sessions with teams across each platform. This was essential, as the audiences for the Lottery and Raffle sites have distinct expectations shaped by standalone gaming brands. The new experience needed to meet those expectations while remaining aligned with the wider charity ecosystem.

We developed a refreshed design approach for each site, drawing on the core visual language and flexible components of the main website. This ensured brand consistency while allowing each platform to retain its own identity through tailored imagery and content.

Technically, all sites were rebuilt using WordPress multisite, creating a shared foundation managed through a single CMS. Using the Gutenberg editor, internal teams can now create content, launch campaigns and make updates without developer support.

The Salesforce integration automated the flow of entries, transactions and user data into the CRM, replacing manual processes, improving data accuracy and reducing operational overhead.

Results

The redesigned websites created a consistent, seamless experience across Children with Cancer UK’s digital ecosystem, strengthening the organisation’s brand and making it easier for users to navigate between platforms. Audiences for the Shop, Lottery and Raffle sites now enjoy journeys tailored to their expectations, resulting in smoother interactions and higher engagement.

In the 30 days following launch of the new Lottery site, compared to the previous month, the site saw a 55% increase in users and a 66% increase in new users. The Raffle site saw a 95% increase in users and a 99% increase in new users, year on year. Marketing and content teams can now quickly and easily make routine updates and enhance the platforms. Similarly, the Salesforce integration has eliminated manual processes, ensuring accurate, real-time information for entries, transactions and supporter activity.

Overall, the project has enabled measurable improvements in operational efficiency, user engagement and marketing capability. The platforms are now future-proof, scalable and ready to support ongoing growth, campaign flexibility, and personalised outreach, while providing the organisation with a foundation that can evolve to meet business and user needs.

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Why This Story Matters

This project demonstrates how legacy, heavily customised platforms can be transformed into a modern, scalable digital ecosystem that better serves both users and internal teams.

More than a visual refresh, the project delivered a solution that addressed technical debt, streamlined user journeys, and unified multiple platforms under a single, cohesive experience.