How to fix your website to get more donations - french fundraising conference

@BeateSorum http://about.me/beatesorum

FROM GOOD INTENTIONS

TO MORE DONATIONS

http://about.me/beatesorum

about.me/BeateSorumabout.me/BeateSorum

@BeateSorum

♥Internet


• Finance research • Cancer care • Prevention • Advocacy • Information • Fighting cancer globally

Norwegian Cancer Society


about.me/BeateSorum


«If you have decided to give, surely you will do that even if the form is a bit long»



«If you have decided to give, surely you will do that even if the form is a bit long»

Wrong!


Slide by Netlife Research / @idaaa

Foto: Flickr-user wippetywu CC-BY


Foto: Flickr-user Angermann CC-BY-SA


Do i REALLY want a hot-dog?

Foto: Flickr-user Angermann CC-BY-SA



Making a donation is usually

an emotional decision - not a

rational one.



People have gone from meaning well to doing well.



The new Cancer Society website was A Big Deal

• 6 year old website • 6 year old back-end • 6 year old editorial structure • Innumeral stakeholders



Why do we have a

website?



Website goals



1. Ensure support for patients and next of kind

Website goals



1. Ensure support for patients and next of kind2. Increase knowlegde about cancer and prevention

Website goals



1. Ensure support for patients and next of kind2. Increase knowlegde about cancer and prevention3. More people using our services, online

Website goals



1. Ensure support for patients and next of kind2. Increase knowlegde about cancer and prevention3. More people using our services, online4. Improve the NCS reputation

• (Hereunder raising more money and recruiting more members)

Website goals



1. Ensure support for patients and next of kind2. Increase knowlegde about cancer and prevention3. More people using our services, online4. Improve the NCS reputation

• (Hereunder raising more money and recruiting more members)

Website goals

Grumpy fundraiser!



What do the users want?


0% 1% 2% 3% 4% 5% 6%

TreatmentSymptomsPreventionCancer formsLatest researchChoosing a hospitalPatient rightsNext of kin, adviceWaiting timeDietary prevention

6 of 79 tasks = 25 % of votes

Source: Top task analysis done by Netlife Research

0% 1% 2% 3% 4% 5% 6%

TreatmentSymptomsPreventionCancer formsLatest researchChoosing a hospitalDonateVolunteerIn memoriamLegacy

Fundraising at the

bottom of the list :(

Source: Top task analysis done by Netlife Research

User tasks

Business goals

«The Core Model», by Netlife Research

User tasks

Core pages

Business goals


User tasks

Core pages

«Lung cancer»

Business goals


User tasks

Core pages

«Lung cancer»«Donate»

Business goals



Home page

Source: @IdaAa at Netlife Research



Home page



A lot of users never

see any other page



Googled


see any other page



Googled

Facebook


see any other page



?

?Googled

Facebook


see any other page


@BeateSorum http://about.me/beatesorum«The Core Model», by Netlife Research



All the cred to these guys!



@BeateSorum http://about.me/beatesorum«The Core Model», by Netlife Research



Mobile first forces you to make

priorities



@BeateSorum http://about.me/beatesorumSketches and prototypes by Netlife Research



Only real

content

Sketches and prototypes by Netlife Research



lung cancerGoogled

Blog postFacebook



Chat with

nurselung

cancerGoogled

Blog postFacebook



Chat with

nurselung

cancerGoogled

Blog postFacebook

Goal 1: Support



Chat with

nurselung

cancerGoogled

DonateBlog postFacebook

Goal 1: Support



Chat with

nurselung

cancerGoogled

DonateBlog postFacebook

Goal 1: Support

Goal 4: Reputation



New governance model



The five questions



The five questions

1. Who is the target audience for this content?



The five questions

1. Who is the target audience for this content? 2. What is the user need/task?



The five questions

1. Who is the target audience for this content? 2. What is the user need/task?3. What business goal does this cover?



The five questions

1. Who is the target audience for this content? 2. What is the user need/task?3. What business goal does this cover?4. How will the content be found and used?

(describe a user case)



The five questions

1. Who is the target audience for this content? 2. What is the user need/task?3. What business goal does this cover?4. How will the content be found and used?

(describe a user case)5. Why is the website the right channel for this

content?



An overall much better website, that lets users do what they came for first - which is a big contributor to more donations.


https://www.youtube.com/watch?v=3Sk7cOqB9Dk

https://www.youtube.com/watch?v=3Sk7cOqB9Dk


- Luke Wroblewski Web Form Design (2008)

«THE BEST FORMS ARE INVISIBLE»



FORMS THAT ARE EASY TO UNDERSTAND



First nameLast nameAdressZip codeCity

Reset Submit

We can improve this form!



First nameLast nameAdressZip codeCity

Reset Submit

Field length should hint of content



First nameLast name

AdressZip codeCity

Reset Submit

Group fields that belong together



First nameLast name

AdressZip codeCity

Delete Donate

Buttons must say what they actually do



First nameLast name

AdressZip codeCity

Donate >

Preferred action should be prominent

Delete



First nameLast name

AdressZip codeCity

Donate >

Remove buttons that hurt more than help

Let me throw away all the

work I just did



First nameLast name

AdressZip codeCity

Donate >

Remove buttons that hurt more than help



First nameLast name

AdressZip code

City

Donate >

Right-align for easy scanning and reading



First name

Last name

Adress

Zip code

City

Donate >



Donate >

First name

Last name

Adress

Zip codeCity



Donate >

First name

Last name

Zip codeCity

|



Donate >

First name

Last name

Zip codeCity

Don’t EVER do this!

|



First name

Last name

Adress

A zip code can only have 5 digits

Zip code

City

Clearly show what went wrong, and how to fix itThere is an error. Please correct the highlighted field below.!

!




DON’T ASK FOR MORE THAN NECESSARY



by-nc-sa/2.0/ flickr.com/photos/jasonpearce/29251002/



Just because the database has a

field for it, doesn’t mean

you have to ask for it.

by-nc-sa/2.0/ flickr.com/photos/jasonpearce/29251002/


What’s the least amount you can get away with?

Twice as many filled in

the form


From 11 to 4 fields - 160% increase in contacts



Every extra input field damages your conversions.



Don’t ask what you can get rid off.

Ask what you need.


MAKE ME WANT TO FILL OUT THE FORM



- Luke Wroblewski Web Form Design (2008 p.28)

«THINK OF FORMS AS A CONVERSATION»



Foto: Flickr-bruker Lancastrian CC-BY-SA

What kind of conversation do we want?



Forms as a conversationSlide by Netlife Research / @idaaa



Forms as a conversation• The questions should be a natural

part of the conversation





part of the conversation• If you ask understandable questions,

you will get answers






you will get answers• Explain why you need to know what

you are asking about






you will get answers• Explain why you need to know what

you are asking about• Follow-up questions are best asked

after the form has been sent




MAKE SURE IT WORKS


Family membership


Make sure it works



• A/B-testing

Make sure it works



• A/B-testing• User testing

Make sure it works



• A/B-testing• User testing• Funnel-analysis

Make sure it works



• A/B-testing• User testing• Funnel-analysis• Talk to customer service

Make sure it works



Forms=good. Now what?



The paradox of

choice



The idea that more choices actually lead to fewer actions.

The paradox of

choice


Donate now!Recurring giftSponsor a child Become a member Volunteer

Follow us on Facebook Subscribe to newsletter

Order brochure Download app

Join our #Instagram competition

Donate now!

Recurring Sponsor Member Volunteer

Follow on facebook Subscribe

Order Download app

Join our #instagram competition

One-off donations+198%


New regular donors

+288%


New regular donors

+288%

Annual value new regular

donors+382%

New members+107%

about.me/BeateSorum

Text donations 53 %

Web donations phone 16 %

Web donations tablet

6 %

Web donations desktop

25 %

Even more important on small screens

Cold Water Challenge


Christmas appeal



Christmas appeal

15%



Christmas appeal

15% 17%



Christmas appeal

15% 17% 10%



Context is more important than device

Member recruitment

from Facebook




2,5%

Member recruitment

from Facebook




2,5%

6,5%Member

recruitment from

Facebook




2,5%

6,5% 7,3%Member

recruitment from

Facebook



Means we can create dedicated landing pages

Portable forms


Nudge!

Annual value of new regular donors

2011 2012 2013 2014 (May)


2011 2012 2013 2014 (May)

Launch September


Never under-estimate defaults!

0

10

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30

40

50

60

70

80

90

100

2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug

250 kr500 kr

0

10

20

30

40

50

60

70

80

90

100

2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug

250 kr500 kr Default changed

from 250 NOK to 500 NOK


about.me/beatesorum


How to fix your website to get more donations - french fundraising conference

Presentations & Public Speaking

Transcript of How to fix your website to get more donations - french fundraising conference