Guts UK is the UK’s leading charity funding research into diseases of the gut, liver and pancreas. Alongside fundraising, a core part of their work is supporting people living with digestive conditions through practical resources, awareness campaigns and initiatives such as the Can’t Wait Card.
The brief made it clear they were looking for more than an online shop. They wanted a smarter, more efficient way to manage merchandise, distribute publications, and handle Can’t Wait Card orders, while also improving how donation data, Gift Aid and supporter consent were captured, managed and reported on.
The challenge
Guts UK needed an ecommerce solution that could support both supporters and the internal team. It needed to:
- Present merchandise in a clear, accessible and engaging way
- Support the distribution of health leaflets and helpful publications
- Digitise the ordering process for the Can’t Wait Card to reduce manual admin
- Capture Gift Aid opt ins clearly and compliantly
- Record marketing consent preferences to support ethical audience growth
- Provide simple, exportable reporting for donations and supporter data
Just as importantly, the store needed to strike the right balance in tone. Digestive health can be difficult to talk about, so the experience needed warmth, clarity and moments of lightness, without ever undermining the charity’s credibility.
Our approach
We designed and developed a dedicated ecommerce store that feels distinctly Guts UK. As part of this, we refreshed the branding specifically for the shop, creating a more engaging and playful environment that complements some of their lighter merchandise, such as the much loved poo pen, while still remaining respectful and informative.
This refreshed visual approach brings a sense of friendliness and approachability, helping supporters feel more comfortable engaging with the content and products. By introducing a lighter tone in the right places, the store helps make conversations around gut health feel more open and less intimidating.
Our focus was on creating a platform that was easy for supporters to use, while genuinely reducing complexity for the team behind the scenes. Key areas included:
- A clean, user friendly storefront for merchandise, leaflets and publications
- A streamlined digital flow for ordering the Can’t Wait Card
- Clear and compliant consent capture for Gift Aid and marketing preferences
- Robust reporting tools for staff and finance teams
- An admin experience designed to save time and reduce day to day effort
Merchandise and leaflets in one place
The new store provides Guts UK with a central platform to sell merchandise while also distributing important health information. Supporters can now easily order leaflets alongside other products, extending the charity’s educational reach without relying on manual processes.
This approach allows the team to:
- Increase awareness through accessible, well presented resources
- Reduce staff time spent processing publication requests
- Track demand for different materials to help inform future content planning
Optimising the ordering of the Can’t Wait Card
One of the most impactful improvements was transforming the ordering process for the Can’t Wait Card.
Previously more admin heavy and coming from a number of different channels, the new ecommerce flow allows supporters to request a card quickly and confidently online, while significantly reducing manual handling for staff. Offering the free Can’t Wait Cards in the ecommerce platform also allows supporters to make a donation to cover Guts UK’s costs should they wish, which wasn’t available before. It also improves data consistency and accuracy, which is particularly important for something so many people rely on in everyday life.
As a result, the new process supports:
- Faster fulfilment for supporters
- Less manual handling for staff and volunteers
- More accurate and consistent data capture
- Increased donations to Guts UK
“The bit that has made a real difference for us is the option for people to add a donation to Can’t Wait Card orders. We didn’t have this at PoS before so there wasn’t really the option for people to support with a donation. Now it can be added during ordering, we’ve seen a massive increase in donations when people request their cards. That helps us support more people and continue providing cards and leaflets free to those who need them.”
Katie Noon, COO
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View our servicesGift Aid and marketing consent made simple
The checkout process clearly captures Gift Aid declarations and marketing consent preferences, allowing Guts UK to confidently manage compliance while continuing to grow their supporter base.
The store enables the team to:
- Download clear lists of Gift Aid eligible donations
- Understand who has opted in to marketing communications
- Respect supporter preferences while building brand awareness
- Reduce the need for manual reporting and follow up
All data is stored in a structured, easy to access format, saving time and improving accuracy across the board.
The results
With their dedicated ecommerce store now in place, Guts UK benefits from:
- Increased visibility for merchandise, leaflets and publications
- A more engaging and approachable online shopping experience
- Reduced internal admin and manual processing
- Better quality supporter and donation data
- A platform that can grow alongside future campaigns and initiatives
By combining thoughtful design, playful but respectful branding, and practical ecommerce functionality, the new store supports Guts UK’s mission to raise awareness, fund research and support people living with digestive conditions.
Looking ahead
The ecommerce platform gives Guts UK the flexibility to expand their product range, introduce new publications, and continue refining how they engage supporters online. With strong foundations in place, the team can spend more time delivering impact where it matters most.