Case study: Powering the Polar Plunge with a smarter, stronger platform

For more than a decade, Creed has partnered with Special Olympics Minnesota (SOMN) to build a custom platform for its most visible and impactful fundraising campaign: the Polar Plunge. The platform has quickly become the engine behind this statewide movement, raising over $5 million each year through more than 15,000 participants across 20+ events.

Improving what matters most, year after year

Each year, Creed works closely with the SOMN team to make targeted updates that reflect real user behavior and internal priorities, guided by the same core goals: 

• Simplify participation: Streamlined registration and donation flows, mobile-friendly design, and easier ways to share and engage
• Support smooth admin: More control over content, activity tracking, and event management without requiring technical support
• Refine the experience: Improvements based on data and user research that reduce friction across the board
• Focus on growth: Enhancements that support growing participation without adding complexity

This long-term, iterative approach has helped drive consistent year-over-year growth while making the entire fundraising operation more efficient behind the scenes. 

How the platform continues to deliver

Simplifying participation

For thousands of Polar Plunge participants each year, a smooth digital experience is critical. From sign-up to donation, every interaction should feel easy, intuitive, and aligned with how people actually engage online.

That’s why Creed focuses on reducing friction for users with recent updates that include:

• Refined registration and donation flows that work seamlessly across devices
• Venmo integration to match user payment preferences
• Social sharing tools that make it easy to promote participation
• A follow-up email that gamifies the experience, motivating donors to boost their gift and hit the next milestone

Refining the experience

Some of the most valuable improvements are the ones users barely notice, because they work quietly behind the scenes. Creed regularly makes subtle but meaningful updates that smooth out the experience for participants while also improving how the platform works behind the scenes. In past years, this has included:

• Card sorting and moderated tree testing to inform a more intuitive navigation structure
• Improved promo code system that makes it easier to link Plungers with unique experiences, sponsored offers, and promotions
• Enabled emojis in user profiles to support expression and engagement
• Adjusted page meta titles to improve readability and SEO

These kinds of details may be behind the scenes, but they make the entire experience more thoughtful and intuitive.

Supporting smooth admin

Behind every successful Polar Plunge season is a team managing a high volume of activity, such as events, donations, communications, and participant needs. Creed’s ongoing work helps lighten that load with updates that make the platform easier to manage without requiring technical support. These updates include:

• Simplified event page updates through intuitive admin fields
• Improved reporting for donations and event participation
• Admin controls to manage gamification rules and participant milestones

These updates help the team stay focused on the mission, not the mechanics.

“At the end of the day, we want Plungers to have a great experience and feel connected to the mission. Creed helps make that happen. Their updates each year make signing up and fundraising feel simple, so people can stay focused on why they’re taking the Plunge.” – Ann Forstie – Senior Web Manager, SOMN

Focusing on growth

As the Polar Plunge continues to expand across Minnesota, the platform needs to scale without adding complexity. Every enhancement supports the goal of helping SOMN grow participation and fundraising while keeping things manageable for the team behind the scenes.

These outcomes reflect an evolving platform designed to scale, adapt, and perform in real-world conditions.

Built with care and improved with intention, the platform has evolved beyond a tool into a driver of growth. Each update helps Special Olympics Minnesota engage supporters and stay focused on their mission.

If you’re looking for a long-term digital partner to support a platform that needs to scale, adapt, and perform in the real world, we’d love to talk. Get in touch to start the conversation.