How to get people from intention to donation

💰From good intentions, to more

web donations

© Beate Sørum 2015

#IFC2015 - @BeateSorum

about.me/BeateSorumabout.me/BeateSorum

@BeateSorum

♥Internet

..said no donor, ever.

«I have decided to give, and I will do so even if this form is incomprehensible and it

takes me all afternoon»

«…mmmmm, rooose gooold…»

Yeeaah, I’ll skip this

one.

photo: iwantoneofthose.com

http://iwantoneofthose.com

♥Giving is an emotional

decision - not a rational one.

Don’t make me

think

♥ #

giving threshold

leaving threshold

Thanks to Mo Syed for this handy diagram!

🚫

giving threshold

leaving threshold

%


🚫

giving threshold

leaving threshold

emotional story

%


🚫

giving threshold

leaving threshold

emotional story

%form hard

to find⬇


🚫

giving threshold

leaving threshold

emotional story

%form hard

to find⬇

found it! ⬆


🚫

giving threshold

leaving threshold

emotional story

%form hard

to find⬇

found it! ⬆

«why do they want my phone number..?»

⬇


🚫

giving threshold

leaving threshold

emotional story

%form hard

to find⬇

found it! ⬆

«why do they want my phone number..?»

⬇

«what’s address line 2 ?!?»

⬇


🚫

transaction cost: • attention • clicks • actions

what are donors willing to «pay»?

•unnecessary steps •ambiguity

REMOVE

leaving threshold

giving threshold (

Charity A Charity B

Charity A Charity B)

Charity A Charity B)

8 %

Charity A Charity B) )␡

8 %


8 % 2,5 %


8 % 2,5 %- €36.000

If they are thinkingabout yourform,they are not thinkingabout giving.

♥Giving is an emotional

decision - not a rational one.

- Luke Wroblewski

«The best forms are invisible»

«Web form design «(2008 p.2)

lazy bastard⬈

First name

Last name

Adress

Zip code

City

Cancel OK

Looks good, right?

Cancel OK

First name

Last name

Adress

Zip code

City

Cancel OK

First name

Last name

Adress

Zip code

adapt field

lengths

City

Cancel OK

First name

Last name

Adress

Zip codeCity

Cancel OK

First name

Last name

Adress

Zip codeCity

group fields

Cancel OK

First name

Last name

Adress

Zip codeCity

buttons clearly state

what they do

Delete Donate

First name

Last name

Adress

Zip codeCity

buttons clearly state

what they do

DonateDelete

First name

Last name

Adress

Zip codeCity

DonateDelete

First name

Last name

Adress

Zip codeCity

clear first

choice

DonateLet me throw away all the work I just did

First name

Last name

Adress

Zip code

City

DonateLet me throw away all the work I just did

First name

Last name

Adress

Zip code

City

remove things that hurt more than help

Donate

First name

Last name

Adress

Zip codeCity

Donate

First name

Last name

Adress

Zip codeCity

remove things that hurt more than help

Donate

First name

Last name

Adress

Zip code

City

Donate

First name

Last name

Adress

Zip code

City

right-align for easy

reading and scanning

First name

Last name

Adress

Zip code

City

Donate

First name

Last name

Adress

Zip code

City

Donate

top-align for mobile

clearly state what

went wrong & how to fix

A zip code has 5 digits

First name

Last name

Adress

Zip code

There is an error. Please correct the highlighted field below.!

!

City

Donate

This is a videoslide. Link to video, «google analytics in real life»: https://www.youtube.com/watch?v=3Sk7cOqB9Dk

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

THE DATABASE IS

NOTin charge!

«Address line 1» «Address line 2»

Just because your database has a field for it, does mean you have to ask for it.

not

Every extra field in your form hurts

your donations.

http://bit.ly/ContactFormConversion



From 11 to 4 fields Submissions up 140%


WHAT’S THE LEAST YOU CAN GET AWAY WITH?

*google translated form. Please don’t blame me for bad grammar.

WHEN DO YOU NEED MORE?

as a conversation

think of your forms

https://www.flickr.com/photos/dpstyles/

💬• Questions that belong • Understandable questions • Explain why you’re asking • Ask follow-up questions when the

task is done.

A conversation:

MATTERforms

Photo: Flickr-user renemensen CC-BY

donate

DONATE NOW

blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla

pushingdoes not

work🚫

«help out»-menu

Become a member

Webshop

Donate withdrawn coins

we have to guideour users.☛

WHY DO WE HAVE A WEBSITE? -#

1. Fewer people should get cancer

2. More of those who do, should survive

3. Those who have to live with cancer should have a better life

business goals

1. A better life for patients and next of kin.

2. Increase knowledge of cancer and prevention.

3. More people using our programs

4. Improve the Cancer Society’s position and reputation

web page goals

📢WHAT DO THE USERS

NEED?

♥

- Cancer treatments

- Symptoms

- Preventing cancer

- Cancer forms

- Latest research

- Choosing a hospital

THESE 6 HAD 25% OF THE VOTES

*Norwegian Cancer Society, Customer CareWords survey.

- …

- …

- …

- …

- …

- …

- …

- …

- …

- …

- …

- give money!

HOME PAGE

Facebook, research

Googled lung cancer

Facebook, research

Googled lung cancer ?

Googled lung cancer Talk to someone on the help line

Facebook, research

Facebook, research

Would you like to support the ongoing research?

research project

core page path forward

business goal: inform about research

user need:

read latest research

research project

core page

make a donation

path forward

business goal: inform about research

user need:

read latest research

/ right CONTEXT + short PATH

to completionaction=

2006 2007 2008 2009 2010 2011 2012 2013 2014

cancer line conversations

average+

40%

+ 58%

blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla

DONATE NOW


20 euros from Beate

donate

GIVE NOW?


20 euros from Beate

donate

GIVE NOW?

✃

<form method="post" action="/donate/" onsubmit="javascript:return WebForm_OnSubmit();" id="aspnetForm"> <div> <input type="hidden" name="__WPPS" id="__WPPS" value="s" /> <input type="hidden" name="__EVENTTARGET" id="__EVENTTARGET" value="" /> <input type="hidden" name="__EVENTARGUMENT" id="__EVENTARGUMENT" value="" /> <input type="hidden" name="__VIEWSTATE" id="__VIEWSTATE" value="/

google did this

PRIORITIESmake

Donate!Member! Regular gift!

Instagram!Facebook! Twitter!

Volunteer!Legacy! Sponsor!

Give stuff!Fundraise! Holiday cards!

App!Webshop! Newsletter!

Member! Regular gift!

Instagram!Facebook! Twitter!

Volunteer!Legacy! Sponsor!

Give stuff!Fundraise! Holiday cards!

App!Webshop! Newsletter!

Donate!

Don’t make me

think

defaultsUSE

♥

«what are others giving..?»

humans rely too much on

the first piece of information

humans rely too much on

the first piece of information

ANCHORING BIAS

kind handsome funny jealous stingy

kind handsome funny jealous stingy

jealous stingy handsome funny kind

120 19 5

5 19

120

120 19 5

£

what amounts you put first really

matters▾ £ ▾

£


matters50 ▾ £ ▾

£


matters5025155

▾ £ ▾

£


matters5025155

▾ £ 5 ▾

£


matters5025155

▾ £ 5152550

▾

vs£ 50

25 15 5

▾£ 50 £ 25

£ 15 £ 5

vs£ 50

25 15 5

▾£ 5 £ 15

£ 25 £ 50

annual value of regular donors*

*signed up online

2011 2012 2013 2014


*signed up online

2011 2012 2013 2014


*signed up online

LAUNCH

2011 2012 2013 2014


*signed up online

LAUNCH

847%

2011 2012 2013 2014


*signed up online

LAUNCH

847%

9x

increase

«do you live with anyone else who

wants to be a member? It is only €8 extra»

ca. 30%

«do you live with anyone else who

wants to be a member? It is only €8 extra»

beMOBILE-friendly

conversions, christmas appeal


15%


15% 17%


15% 17% 10%

* conversion rates

recruiting members from facebook

10%

* conversion rates


10%

5,2%* conversion rates


10%

5,2% 6,8%* conversion rates



* conversion rates


49

* conversion rates


49

69* conversion rates


49

69 170* conversion rates

CONTEXTis more important than

GADGET

1More donations:

• Design (and code) your forms right • Fewer fields are better • Context is king • Nudge • Tell your users what you need • Be device agnostic

thanks for listening!

http://about.me/beatesorum

questions?

How to get people from intention to donation

Government & Nonprofit

Transcript of How to get people from intention to donation