How Age UK changed its online donation culture

By Rob Mansfield

Wheel of warmth...

What changed this time?

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Donation CTAs

Did it work?

In 2011/12, the Spread the Warmth campaign raised £8k via online donations

In 2012/12, the Spread the Warmth campaign raised £70k in online donations

An increase of almost 900%

Did it work...

In 2011/12, the average donation amount was £15

In 2012/13, the average donation amount was £53

An increase of 350%

Not all smiles...

Image: Kristina Alexanderson via Flickr

Image: Mark Brennan via Flickr

1. Define your end goal before you start

Image: AG Gilmore via Flickr

Image: Search Engine People Blog via Flickr

2. Don’t be scared to break the rules

3. Stick to your guns

4. Don’t overstretch yourself

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5. Tell people when you’re doing well

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Looking ahead...

Image: gerlos via Flickr