Presidential campaign 2025 · zandberg2025.pl
AdrianZandbergPo twojej stronie (‘On your side’) — the presidential campaign website and donation platform
I designed the information architecture and UX/UI of the campaign website and its donation platform. The site was never meant only to introduce the candidate — every page ends in an action: a donation, a signature under a pledge, a profile-picture overlay, a meeting sign-up or a vote on 18 May.
- 787,587PLN raised
- 6,094donors
- 13modules of the site and platform
- 84meetings on the events map
The brief
A site that doesn't end at reading
A grassroots-funded campaign needed a site that would present the candidate and his programme and, above all, mobilise as many people as possible. Every visit was to lead to one of six actions.
- Donation platformDonateamount, reward, BLIK — in a minute
- PledgesBack a pledgea signature under a specific plan
- #EKIPAZANDBERGASet the overlay‘I'm voting for Zandberg’ on your profile picture
- EventsCome to a meetingmap, countdown and ticket
- Collection jarsStart a jara collection among your own friends
- MaterialsOrder a bannerposters, banners and stickers for free
My part
- information architecture of both sites: zandberg2025.pl and wesprzyj.zandberg2025.pl
- UX/UI: the home page, biography, pledges, overlay, events, materials, exit intent, 18 May mode
- the donation platform: the donation path, rewards, collection jars, recent donations and comments
- CRO: donor-behaviour research, A/B tests and KPIs — number of donations and the average gift
On the campaign's side
- visual identity, photos and video
- the programme, news and copy
- build and back-end: the campaign's engineering team
- logistics of materials and meetings
- 5 months
- from January to the first round on 18 May 2025
- 2
- sites: the campaign and the donation platform
- 13
- modules, each with its own action
- 8
- pledges with a support form
Information architecture
Two sites, one way out: action
The campaign site tells and persuades, the donation platform raises the money. The ‘Support’ button in the menu joins them, and so does the same donation widget at the end of the biography, articles, pledges and events.
- Home
/Support the campaign - About the candidate
/o-kandydacieDonate - Pledges
/postulatyBack this pledge - News
/aktualnosciGet notifications - Events
/wydarzeniaSign up for a meeting - #EKIPAZANDBERGA
/ekipa-zandbergaJoin us - Profile overlay
/nakladkaDownload the picture - Materials
/materialyDownload a poster
- DonationDonate
- RewardsPick a reward
- Collection jarsStart a jar
- Donations and commentsComment
- Free bannerOrder a banner
- Thank-you pageShare the fundraiser
- Every page ends in an actionNo dead ends: a biography, an article or an event closes with a form or a button.
- A bar above the menu‘Tell everyone you're voting for Zandberg! Set the overlay on your profile picture!’ — on every page.
- A donation always one step awayThe menu button, the widget by the content and the exit-intent window lead to the same form.
Home page
A funnel on your side
The home page leads from the face and the slogan through videos, the biography and the meetings tour to the request for a donation — each band has one job and one button.
Step 1/7: On your side
About the candidate: a biography in chapters
Childhood in Denmark, university, the road to the left, a cook on strike, the birth of Razem, the Sejm — the biography reads like a story, and the donation form closes it.
Screenshot of zandberg2025.pl
Pledges
A 15-year plan to build Poland up
Eight pledges as tabs, each with one concrete point, a figure with its source and a quote from the candidate — and ‘Back this pledge’ under each. A signature is the first step: the thank-you page asks for a donation and a share right away.
Nuclear Poland
To grow, the Polish economy needs reliable, clean energy. An ambitious fifteen-year plan to build eight nuclear units of 1.5 GW each.
No single party or government can carry such an investment. We need a cross-party agreement on energy investment.
Let's agree on a Nuclear Poland. It will be an ambitious fifteen-year plan: eight nuclear units, each of 1.5 GW.
Pledge copy: zandberg2025.pl/postulaty, shortened and translated.
#EKIPAZANDBERGA
Show others you're in
The overlay generator turns support into a post: a profile picture with ‘I'm voting for Zandberg’ in three steps. After the download the page asks for a donation — someone who has just declared publicly is closest to the next step.
- 1Pick a photo
- 2Overlay
- 3Download
The wall of supporters' photos with the campaign overlay.
- An invitation on every pageThe bar above the menu leads to the overlay from anywhere on the site.
- A wall of photos as proofOptionally the picture joins the supporters' wall — you can see you're not alone.
- After the download: a donationThe ‘Done!’ window sits next to a donation form with an amount preselected.
Donation platform
Every złoty counts
A grassroots-funded campaign lived on voluntary donations. I designed the donation path and kept improving it from the data: an amount, an optional reward, a payment method, BLIK without leaving the page and a thank-you that asks for a share. Try it below.
- 1Amount
- 2Payment
- 3BLIK
- 4Done
ZandbergSecure connection
Donation to the campaign
The official fundraiser of the Election Committee of presidential candidate Adrian Zandberg, entered in the PKW register of election committees
Choose how much to give
Donate without a reward
Or donate and get a free campaign-branded reward
A thank-you reward from PLN 100
Names, amounts in the scenes and form data are made up.The site's interface is in Polish.
- An anchor and a default
Amounts from PLN 1,000 down, ‘Popular’ at 100 and 55 preselected in the widget: choosing takes a second and the gift doesn't drop to the minimum.
- A reward as a thank-you
Thresholds from PLN 100 to 600 with a count of items left. A reward isn't a purchase — it's a thank-you that also advertises the campaign.
- Trust before the amount
‘The official fundraiser’ with a link to the PKW register, ‘Secure connection’ and an open list of recent donations next to the form.
- A short path
E-mail and phone, an amount, a method — BLIK in a dialog without leaving the page, and a request to share right after.
- The same widget everywhere
The short donation form closes the biography, articles, pledges, events and the exit-intent window.
- What we measured
- number of donations
- average gift
- donor behaviour along the path
A/B tests and fixes shipped continuously with the campaign's engineering team. Individual test results are not part of this presentation.
Screens of the donation platform from 2025 (the address now redirects to the party's site).
Collection jars
A fundraiser in your network
Any supporter could start their own collection jar: give it a name and a goal, share the link and collect among friends under their own slogan. The money went to the committee's account, and the total grew live.
Add a collection jar
Jar nameShorter queues to the doctor
Jar link…/skarbonka/krotsze-kolejki
GoalPLN 20,000
Collection jars
- OWOlaSafe energy, a safe future – add your brickPLN 19,689 raised in the jar492 supporters
- MKMarekA nuclear change – building independent energyPLN 12,340 raised in the jar311 supporters
- KPKasiaA home is a right, not a commodityPLN 8,215 raised in the jar207 supporters
Recent donations
Transparency that persuades
Next to the form, a list of recent donations — first name, time and amount, with the donor's consent — and comments on the donations. You can see someone gave PLN 50 a minute ago, and why. A stronger argument than any slogan.
Donations
- EW2 minutes agoEwaPLN 150
- BA6 minutes agoBartekPLN 50
- IG11 minutes agoIgaPLN 35
- PA18 minutes agoPawełPLN 25
- MA27 minutes agoMartaPLN 100
- TO41 minutes agoTomekPLN 20
Comments
- EW
Giving because I want shorter queues to the doctor for my parents.
ReplyShare
- BA
My first ever donation to a campaign. Fingers crossed!
ReplyShare
- MA
For homes to rent, not subsidies for developers.
ReplyShare
Names, amounts in the scenes and form data are made up.
- Social proof by the formThe list is alive: new donations appear on top without a reload.
- With the donor's consentOnly a first name and an amount — and only when the donor agrees.
- Register of donations and loansThe site's footer links to the register — open funding as a campaign principle.
Materials
A campaign on every balcony
Posters, stickers, social-media backgrounds and banners to download under CC0 — in formats for the print shop and for the phone. And anyone with a balcony or a fence orders a free banner in four steps.
- Posters
- Stickers and badges
- Social-media background
- T-shirt and hoodie
- Banners
- Press photos
A3 · 29,7 × 42 cmEvery file under CC0 1.0 Universal — no restrictions.
Events
Meetings all over Poland
From Poznań on 13 January to Poznań on 16 May: 84 meetings with voters in 70 towns. Each has its own page with a countdown, sign-up and ticket — and, as everywhere, the donation widget below.
Meetings as listed on zandberg2025.pl/wydarzenia; outline of Poland: Natural Earth.
Starts in
04h27min31s
Adrian Zandberg in Kraków: an open meeting
Rynek.przestrzeń — ballrooms, Rynek Główny 34, Kraków
17 Jan 2025, 7 pm
Exit intent
Before you go
Whoever leaves the page without taking any action gets one more, gentle offer: a newsletter sign-up with an invitation to a meeting nearby, and after signing up — a request for a donation. The window shows once, and only when the pointer heads for closing the tab.
Move the pointer up, out of the browser window
On a phone, the button opens it:
- 1Only without an actionAnyone who has donated, signed or subscribed never sees it.
- 2Once per visitOnce closed, it doesn't return on the next pointer move.
- 3A small ask firstThe newsletter and a meeting nearby — only then a donation.
18 May
Let's count ourselves. Tap
At the finish the home page switched to mobilisation mode: instead of ‘Support the campaign’ — a counter of people who pledged their vote and the button ‘On 18 May Zandberg has my vote!’. A tap adds you to the counter and right away offers the overlay and a donation.
Adrian
Zandberg
Po twojej stronie
First round, 18 May 2025
952,832votes for Adrian Zandberg
4,86%6th of 13 candidates
Source: PKW (National Electoral Commission), 19 May 2025
- A pledge instead of a donationIn the last days the vote mattered most — the button asks for a pledge, not money.
- The counter as proofThe number of people who pledged grows with every tap.
- Straight to the next stepAfter the tap: the ‘I'm voting for Zandberg’ overlay and the donation widget in one window.
Recordings from 2025
The site in motion
Screen recordings of the real site and donation platform from the campaign.
Screen recording, 2025
Summary
13 modules, one goal
Five months of campaigning, two sites and thirteen modules — from the biography to the 18 May counter. Each led to a concrete step, and the donation platform raised PLN 787,587 from 6,094 donors.
- 01‘About the candidate’ biography
- 02Pledges with support
- 03Overlay generator
- 04Materials to download
- 05Events map with sign-ups
- 06Signature collection
- 07Volunteer registration
- 08Rewards for donations
- 09Collection jars
- 10Donation counter and feed
- 11Support counter
- 12Exit intent
- 13Donations register
- Role
- Information architecture, UX/UI, donation platform, CRO
- Client
- The Election Committee of presidential candidate Adrian Zandberg
- Visual identity
- the campaign (Razem)
- Build
- the campaign's engineering team
- Time
- January – May 2025