Peer to Peer Competative Online Usability Analysis
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Transcript of Peer to Peer Competative Online Usability Analysis
Peer to Peer Fundraising Comparative Analysis
Manager for Project: Brian Tucker Intern: Carolina Beltran
1
What is Peer-to-Peer Fundraising?
Empowering your supporters to raise money (from their peers) on your
organization's behalf
Why Peer-to-Peer Fundraising?
Psychology
Utilize and Maximize Networks
Creativity and Empowering
Removes Skepticism
Assignment:
Create a Competitive Analysis of Peer-to-Peer Fundraising Models Online
Usability
Goals:
• To establish peer-to-peer fundraising models as a legitimate fundraising channel with multiple successful approaches that have not been maximized.
• To see how World Vision has been doing in
the space of personal fundraisers and what can be improved to maintain a competitive edge.
Background Research?
2012 BlackBaud Consulting Peer-to-Peer Athletic Fundraising Benchmarking Insights
• Team Members are the most effective fundraisers.
• Multi-year fundraising participants are twice as
effective.
• Retaining participants is a challenge.
What Organizations?
Larger, more established medical fundraisers
Similar causes and platform sizes
“Competitor Organizations”
World Vision Programs
Methodology 1) Documented entire process with screenshots of everything. Created a Gmail and documented a timeline with all the emails, newsletters, sign-ups, etc. 2) Had a $200 Visa and made donations to each website of $10 3) Created two spreadsheets User Experience
- Sign Up Process, Ease of Financial Checkout, Time Span of Communication, Verbage for Ask, Clarity, Ease of Tools, Personality, Social Media Ease
Quantitative Experience - Website, Contact Information, Platform, Money Raised, Number of Participants, Amount Suggested to Fundraise, Programs Offered, News
Spreadsheets Available Upon Request
Organizational Platforms
Relay for Life
Highlights: • Facebook Synchronizing Abilities • Clear instructions on what to do to fundraise
• Easy instructions • Clear home
platform • Professional and
Efficient
Race for the Cure Susan G Komen
• Very Cluttered,
and Boring • Difficult to
Engage
• Web platform is not the main focus of the fundraiser
• Incredibly Rudimentary
March of Dimes, March for Babies
• The ask and verbage is formal
• Big focus
on company engagement and females
• Adorable babies everywhere!
• Clear communication with Team Captains
• Made “team captain” a jazzy position
• Clear and Concise Instructions for an older generation
Invisible Children • Homepage is a little
cluttered • The “Act and Ask” is
less clear here than on other P to P organizations
• The separation from
“dashboard” to actual page is very confusing
• Liked that people could have a “live feedback”
• Updates on the amount
people give
• This visualization of how much people are donating is engaging
• Love the campaign graphics, yet this does not invoke action
• You can’t access this
on your personal fundraising page this must be done BEFORE
• Only small paragraph description
Water for People • “Gets the
job done” but not interactive
• Too cluttered and not engaging
• “Ask” and “Verbage” is incredibly informal
• You can upload videos, pictures, and even name your campaign
• Beautiful, Engaging, and Creative ideas for fundraising tactics to increase fundraising
1.
2.
3.
Team Compassion • Convio Platform that
TWV, 30Hr, Gift Catalog all use
• Dashboard separation
confusing
Team Samaritan’s Purse
• Platform is FirstGiving
• Cluttered and slightly confusing
Save the Children
• Very new program, called in to get information, could not get any yet
Team World Vision
• Convio Platform
• Clear and simple
• There are beautiful graphics, relatively easy to use, very simple
• Love the “story”
being told and dedication to water
• Tied for favorite peer to peer platform
• Simple, engaging, clear
• The personal connection to the entrepreneur and the detailed description allows for connectivity
• Makes you feel proud of your donation!
30 Hour Famine
• Again, the Convio platform creates a separation between the dashboard and your personal page with is confusing
• Does not allow for creativity or usability when telling your story or fundraising
Gift Catalog
• The mission of the catalog is wonderful, but it is confusing to navigate and unclear
0102030405060708090
100110120130140150160170180190200210220230240250260270280290300310320330340350360370380390400410420
Revenue (Millions)
User Experience Online
Clear and Easy
Unclear/Cluttered
Engaging Lifeless
Scope of Organization’s Revenue
Organization Relies Solely on Online Fundraising
Organization has a diversity of Financial Fundraising
Organization has a diversification of Athletic Fundraising Events and Financial Fundraising
$12.3 M
$1.7M
$15.6M
$618 M (Organization) N/A (TSC)
$398 M (Organization) $209K (TSP)
$552 M (Organization) N/A (TCI)
$956M (Organization) $415M (Online)
$400M (Organization) $131M (Online)
$212M (Organization) $105M (Online)
Conclusion
What are we doing now?
Just a few standout things that are being done well: It is a simple interface for the viewer Amazing storytelling and making it
personal and connected
Commitment to the work through great photography
There is a real team feeling
Beautiful, Simple- to- use, and Interactive
Things to note as we move forward * Constant Updating from Organization, March of Dimes was the best: Military Campaign
* Immediate Tax Deductible Receipt
* Help provide people with creativity and ideas for un-traditional fundraising skills
* Highly Integrated with Facebook, with a step-by-step process * Easy step by step integration and beautiful graphics on all WV platforms
* Ability to edit your “Personal Fundraising” page on the website directly without the “Dashboard” component * If there is a “team” component there must be a clear
“Call to Action” for the team leaders
Food for Thought • Just because a platform is “boring” or “cool” does not mean this is correlated to
their revenue • Every platform conveys its personality and targets a specific demographic • A peer-to-peer fundraising channel is sometimes the core representation of an
organization’s brand and identity.
• How can other events besides athletic races, events or campaigns leverage a peer to peer fundraising model?
• There is something to be said for a seamless, flowing experience on a website platform that provides the user with an enjoyable and engaging experience! Let World Vision capitalize on this insight!
Questions?
Brian Tucker: [email protected]
Works Cited • http://www.riverwalkchurchofchrist.org/wordpress/wp-content/uploads/2011/03/Trust-
Fall.jpg • http://www.freakonomics.com/2008/03/31/is-the-non-profit-world-teeming-with-fraud/ • http://www.freakonomics.com/2008/03/31/is-the-non-profit-world-teeming-with-fraud/ • http://www.b2bvoices.com/wp-content/uploads/2010/10/futureofbirth.jpg • http://www.trail-loppet.com/files/2012/04/Team-World-Vision1-Medium.jpg • http://social.razoo.com/2012/01/what-is-peer-to-peer-online-fundraising-anyhow/ • http://stories.alexanderyellen.com/wp-content/uploads/2009/01/story.jpg