The HUG donation platform was created and implemented as both a website and a mobile application. An intuitive and simple user experience, which allows you to choose in just a few steps which project to support, making the payment in complete safety thanks also to the integration with Banca Sella’s GestPay platform. The hug concept also makes it possible to enhance typical direct marketing mechanisms, such as push notifications and integration with the main social networks, continuously informing the user about fundraising and the social impact of the supported projects. The project is still ongoing in order to continue to improve and refine the donation experience.