How we doubled our online fundraising: From good intentions to more donations - Spanish Fundraising Conference

@BeateSorum http://about.me/beatesorum

FROM GOOD INTENTIONS

TO MORE DONATIONS

mandag 30. september 13

http://about.me/beatesorum



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




Foto: Flickr-user wippetywu CC-BY

Slide by Netlife Research / @idaaa


Do i still 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













We had to start with the basics - what do we want a website for?




1. Ensure support for patients and next of kind

2. Increase knowlegde about cancer and prevention

3. More people using our services, online

4. Improve the NCS reputation• (Hereunder raising more money and recruiting more members)


Website goals










Mobile first Content firstSlide by Netlife Research / @idaaa





New governance

model





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




Video: Google Analytics In Real Life - Online Checkout - YouTube


http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CC4QtwIwAA&url=http%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3D3Sk7cOqB9Dk&ei=2qdJUrTANaqS4ATWpoGgBQ&usg=AFQjCNH5qes1jzc4eeEshlklfPXyOHfLXw&sig2=YRYHyLbNqECX9G0-_Y4K3A&bvm=bv.53217764,d.bGE

http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CC4QtwIwAA&url=http%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3D3Sk7cOqB9Dk&ei=2qdJUrTANaqS4ATWpoGgBQ&usg=AFQjCNH5qes1jzc4eeEshlklfPXyOHfLXw&sig2=YRYHyLbNqECX9G0-_Y4K3A&bvm=bv.53217764,d.bGE


- Luke Wroblewski Web Form Design (2008 p.2)

«THE BEST FORMS ARE INVISIBLE»






Step 1Slide by Netlife Research / @idaaa

FORMS THAT ARE EASY TO UNDERSTAND




Fornavn

Etternavn

Adresse

Postnummer

Poststed

OKReset

How can we improve this form?First name

Last name

Adress

Zip code

City



Fornavn

Etternavn

Adresse

Postnummer

Poststed

OKReset

Length of input field hints about

the content

First name

Last name

Adress

Zip code

City



Fornavn Etternavn

Adresse

Postnummer Poststed

OKReset

Fields that belong together

are grouped closer together

First nameLast name

AdressZip codeCity



Fornavn Etternavn

Adresse

Postnummer Poststed

LagreAvbryt

First nameLast name

AdressZip codeCity

Buttons clearly state what they do

Cancel Save



Fornavn

Etternavn

Adresse Postnummer Poststed

Lagre avbryt

Fornavn

Etternavn

Adresse Postnummer Poststed

Lagre avbryt

First nameLast name

AdressZip codeCity

Save


Remove buttons that hurt more

than help


Fornavn

Etternavn

Adresse

Postnummer

Poststed

Lagre

Obligatorisk

Obligatorisk

avbryt

Error messages must clearly indicate which field is affected, and

what the error is

First name

Last name

Mandatory

Mandatory

Adress

Zip code

City

Save





DON’T ASK FOR MORE THAN NECESSARY




Database'

Tabell'

Kolonne'

System'

Skjema'

Applikasjon'

Felt'

Grensesni8'

Don’t turn your database inside out

towards the userTable

Column

Application

Form

Field

Interface












Twice as many filled in

the form



From 11 to 4 fields - 160% increase in contacts




Every extra input field damages your conversions.







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

But what kind of conversation

do we want?

Slide by Netlife Research / @idaaamandag 30. september 13


Forms as a conversation• The questions should be a natural

part of the conversation

• If you ask understandable questions, 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






«I want to give [amount] to cancer

research»

(friendly) micro copy

«Best regards»

«My email-adress is»






MAKE SURE IT WORKS




Family membership





• A/B-testing

• User testing

• Funnel-analysis

• Talk to customer service

Make sure it works




Always, always work on conversionsConversion rate Traffic Number of

sales Av. pr sale Total sales ROI

Now 2 % 1 mill 20000 100 2 mill -

Buy traffic 2 % 1,1 mill 22000 100 2,2 mill 100 %

Optimize - low 2,1 % 1 mill 21000 100 2,1 mill 0 %

Optimize - medium 2,5 % 1 mill 25000 100 2,5 mill 400 %

Optimize - high 4 % 1 mill 40000 100 4 mill 1900 %

#IF2013 @BeateSorum http://about.me/beatesorum

From Netlife Research




Always, always work on conversionsConversion rate Traffic Number of

sales Av. pr sale Total sales ROI

Now 2 % 1 mill 20000 100 2 mill -

Buy traffic 2 % 1,1 mill 22000 100 2,2 mill 100 %

Optimize - low 2,1 % 1 mill 21000 100 2,1 mill 0 %

Optimize - medium 2,5 % 1 mill 25000 100 2,5 mill 400 %

Optimize - high 4 % 1 mill 40000 100 4 mill 1900 %

#IF2013 @BeateSorum http://about.me/beatesorum

Why are charities so unwilling to

spend money on this?

From Netlife Research





What besides the forms?





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





Means we can create dedicated landing pages

Portable forms













RESULTS SO FAR





+88 %RECURRING GIFTS




(monthly vs one-off)



+72,8 %TOTAL GIVEN IN ONE-OFF DONATIONS





+ 70 %NUMBER OF ONE-OFF DONATIONS








165%(8,5%)

NEW MEMBERS





Why are members

increasing, when they are less prominent?

• Dedicated landing pages• «No-one» comes from the

front page• Becoming a member is a

dedicated act - you’re willing to look for your option.





+ 20 NOK

(so far)

AVERAGE DONATION




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



Recurring gifts + 88 %

Total in one-offs + 72,8 %

Nr of one-offs + 70 %Members + 165 %Avg. donation + 20 NOK





Recurring gifts + 88 %

Total in one-offs + 72,8 %

Nr of one-offs + 70 %Members + 165 %Avg. donation + 20 NOK

= Yay :D..but we’re not done :)





about.me/beatesorum




Education

How we doubled our online fundraising: From good intentions to more donations - Spanish Fundraising Conference