Who are we talking to?

MSF•Established 1971 – doctors and journalists•Helping the people who need it most•War zones, epidemics, disasters•We raise the funds and deliver the medical aid•Impartiality, independence and neutrality•Nobel Peace Prize 1999

7.3 million8.3 million

1.6 million1.6 million

HIV210,000

30,000

$1 billion USD

Where we spend our money

Planning

• New international CMS• UK to develop first site • One year lead time• Research was key:

– Buy in– Stops arguments– Builds the best site

Research

• Existing research• Analytics• Survey• Stakeholder workshop• Personas & goal matrix• Card sort• Wireframing & IA• Validation – treejack tests• Design validation

•340 participants •Supporters database (82%)• Pop-up invitation on website (18%)

Participants

What was the reason for your last visit?

News / events

Donate

Other

Never visitedCountry info

Work overseas

MSF background

Health issues

Content popularity6 months to Oct 31 2011, 820k page views

• Work (28%)– Overseas (10%)– Office vacancies (5%)– Jobs (13%)

• Country focus (8%, cumulatively)• (delivers.msf micro-site: 7.5%) / (supportus.msf: 1%)• News (6%)• Donate (3.7%)• About (2.6%)• Issues (1.5%)• Support (1%)• Contact (1%)• Events (1%)

To me, Médecins Sans Frontières is…

10 - Completely agree

5 - Neither agree nor disagree

0 - Completely disagree

Dedicated 9.7 Brave 9.5 Inspiring 9.5 Honest 9.3 Selfless 8.8 Optimistic 8.1 High profile 7.3 Exciting 6.9 Safe 5.9 Youthful 5.7 Traditional 4.0 Romantic 3.4 Corporate 3.2 Underground / edgy 2.8 Pushy 2.2 Aloof 1.3 Intimidating 1.1 Amateur 0.5

How interested are you in the following types of content?

DONORS

The type of work done by MSF, e.g. crisis response, healthcare, research 7.8MSF News 7.7Stories from MSF volunteers in the field 7.7Crisis alerts and appeals 7.4Our activities in a specific country 7.0Stories from patients 7.0Information on specific issues like malnutrition or AIDS 6.8How to support MSF, e.g. fundraising or with donations 5.8Background information on MSF, e.g. history, finances 5.8MSF Events 5.5Resources for schools 4.3Working for MSF in the UK 3.9Volunteering overseas with MSF 3.0

10 - Extremely interested

5 – Neither interested nor uninterested

0 - Not at all interested

n=268

How interested are you in the following types of content?

FUNDRAISERS n=8

The type of work done by MSF, e.g. crisis response, healthcare, research 8.8Stories from MSF volunteers in the field 8.8Our activities in a specific country 8.5Crisis alerts and appeals 8.5Volunteering overseas with MSF 8.4How to support MSF, e.g. fundraising or with donations 8.1Information on specific issues like malnutrition or AIDS 8.0MSF Events 7.9MSF News 7.6Working for MSF in the UK 6.8Stories from patients 6.6Resources for schools 6.4Background information on MSF, e.g. history, finances 5.1

10 - Extremely interested

5 – Neither interested nor uninterested

0 - Not at all interested

Visitor types prioritisedBar height shows relative importance

user types: unweighted scores

Content typeProspective donor

current donor

prospective volunteers

current volunteer

current and prospective fundraiser

no relationship

MSF staff workshop

priority 1.0 2.0 2.0 3.0 3.0 4.0 1.0weighting factor 1.00 0.70 0.70 0.40 0.40 0.15 1.00 AveBackground information on MSF, e.g. history, finances 4.9 4.09 4.85 2.35 2.20 0.79 3.9 3.3Crisis alerts and appeals 8.6 5.20 5.46 3.55 3.28 1.03 6.5 4.8Events 6.4 3.82 5.13 3.17 3.16 1.00 2.1 3.5How to support MSF, e.g. fundraising or with donations 6.8 4.07 4.25 2.69 3.12 0.86 5.5 3.9Info on specific issues like malnutrition or AIDS 6.9 4.79 5.46 3.52 3.32 1.16 5.1 4.3News 7.6 5.41 5.79 3.73 3.16 1.23 7.875 5.0School Resources 3.8 3.01 4.15 1.97 2.52 0.61 4.9 3.0Specific country 7.9 4.93 5.60 3.73 3.40 1.04 5.625 4.6Stories from patients 7.9 4.90 4.95 3.55 2.68 1.09 5 4.3Stories from the field 7.8 5.42 5.85 3.49 3.32 1.12 6.375 4.8Type of work done by MSF, e.g. crisis response, healthcare, research 8.5 5.46 6.21 3.41 3.40 1.33 6.5 5.0Volunteering overseas with MSF 4.5 2.12 6.00 3.04 3.40 0.72 5 3.5Working for MSF in the UK 3.9 2.70 4.20 2.61 2.60 1.01 0.5 2.5

User types’ preferred content: average scores (weighted)

Do you have needs of MSF that are not covered by the site?

ALL USERS

“A wider range of ... various types of volunteering”

“...view documentaries ... on the site”

“Events for young people ... who aim to one day [to] work in the field”

“More info from doctors in the field, the Facebook page is good with it.”

“Scholarship opportunities”

“I would like to send electronic Christmas cards”

“How about sometimes mentioning some of those things that you have done less well”

of malaria?

Task 6

Where would you look to find out what MSF is doing on the subject of malaria?

Task 6

Delivery

• Design – RFP & selection

• Development • Content • Migration • SEO & page rankings • Donation funnels• A/B testing• Improved analytics• New email system...• Global impact

• Online income up 91% y-o-y• Average gift up 34% to £173 y-o-y• Added PayPal = £220k in the first year• Mobile traffic now 30% (up from 12%)•Page views and bounce improved•New user journeys, audiences •New advertising ideas – e.g. Retargetting •New initiative – Power of Small

Results

Any questions?

Visit the CharityComms website to view slides from our past

events, see what events we have coming up and to check out what

else we do. 

www.charitycomms.org.uk