IoF National Convention 2014: From good intentions to more web donations

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How the Norwegian Cancer Society doubled its digital fundraising by fixing the website. This presentation held at the National Convention in London teaches you good web form design / donation form design, and how to use the core model in your content strategy. All easy techniques you can go home and use on your own NGO-website today!

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IoF National Convention 2014: From good intentions to more web donations

  1. 1. From good intentions to more web donations Beate Sørum @BeateSorum Digital fundraiser and consultant at b.bold Ida Aalen @idaAa Senior interaction designer at Netlife Research
  2. 2. @BeateSorum @idaAa #iofnc bit.ly/iofslides
  3. 3. Agenda • Improving forms • Guiding your users • Using defaults • Context is key • Nudging
  4. 4. – I have decided to give, and I will do so even if this form is a bit long and incomprehensible and it takes me all afternoon ...said no donor ever
  5. 5. Photo: Flickr-user wippetywu CC-BY
  6. 6. Do i still want a hot- dog? Photo: Flickr-user Angermann CC-BY-SA
  7. 7. To give is an emotional decision, not a rational one.
  8. 8. Support us
  9. 9. Become a member Support us
  10. 10. Donate withdrawn coins Become a member Support us
  11. 11. Web shop Donate withdrawn coins Become a member Support us
  12. 12. 3 simple ways to improve your forms Slides and resources at bit.ly/iofslides
  13. 13. Step 1: Don’t make me think
  14. 14. First name Surname Email address Phone number You may contact me for offers Address City or town Postcode Cancel Submit
  15. 15. First name Surname Email address Phone number You may contact me for offers Address City or town Postcode Cancel Become a member
  16. 16. First name Surname Email address Phone number You may contact me for offers Address City or town Postcode Cancel Donate now!
  17. 17. First name Surname Email address Phone number You may contact me for offers Address City or town Postcode Cancel Sign me up!
  18. 18. First name Surname Email address Phone number You may contact me for offers Address City or town Postcode Let me throw away all the work I just did Sign me up!
  19. 19. First name Surname Email address Phone number You may contact me for offers Address City or town Postcode Sign me up!
  20. 20. First name Surname Email address Phone number You may contact me for offers Address City or town Postcode Sign me up!
  21. 21. First name Surname Email address Phone number You may contact me for offers Address City or town Postcode Sign me up!
  22. 22. First name Surname Email address Phone number You may contact me for offers Address City or town Postcode Sign me up!
  23. 23. First name Surname Email address Phone number You may contact me for offers Address City or town Postcode Sign me up! Optional Optional
  24. 24. First name Surname Email address Phone number You may contact me for offers Address City or town Postcode Sign me up! Optional Optional
  25. 25. First name Surname Email address Phone number You may contact me for offers Address City or town Postcode Sign me up! Optional Optional
  26. 26. Surname First name You may contact me for offers Address City or town Email address Sign me up! Postcode Phone number Don’t do this!
  27. 27. Aalen Ida You may contact me for offers | City or town Email address Sign me up! Postcode Phone number Don’t do this!
  28. 28. Aalen Ida First name Surname Email address Phone number You may contact me for offers Address City or town Postcode 12 Lawn Lane London Sign me up! SW8 1UD 45242412 Optional Optional
  29. 29. Aalen Ida First name Surname Phone number Address City or town Postcode 12 Lawn Lane London SW8 1UD Optional UK phone numbers have 7, 9 or 10 digits. Please try again. We’re sorry, but we were not able to sign you up. Please revise the highlighted fields below and try again. ! !
  30. 30. Forms that are coded right are • easy to use on all devices • accessible • future friendly
  31. 31. | Ida First name Surname Email address Phone number You may contact me for offers Address City or town Postcode Optional Optional
  32. 32. Optional Email address Sign me up! Phone number You may contact me for offers Postcode SW8 1UD | Optional
  33. 33. OptionalEmail address | Phone number You may contact me for offers 20 7840 1000 Optional
  34. 34. Step 2: The database is not in charge
  35. 35. Just because your database has a field for it, doesn’t mean you have to ask your users for it.
  36. 36. Every extra field in your form is likely to lower your conversion rate
  37. 37. How many filled out the form? With Without Source: bit.ly/DanZarellaStats
  38. 38. Phone Street Age 0 % 5 % 10 % 15 % 20 % How many filled out the form? With Without Source: bit.ly/DanZarellaStats
  39. 39. Phone Street Age 0 % 5 % 10 % 15 % 20 % How many filled out the form? With Without Source: bit.ly/DanZarellaStats
  40. 40. Phone Street Age 0 % 5 % 10 % 15 % 20 % How many filled out the form? With Without Source: bit.ly/DanZarellaStats
  41. 41. bit.ly/ContactFormConversion
  42. 42. bit.ly/ContactFormConversion
  43. 43. bit.ly/ContactFormConversion From 11 to 4 fields
  44. 44. bit.ly/ContactFormConversion Submissions +140% From 11 to 4 fields
  45. 45. What’s the least amount of info you can get by with?
  46. 46. Step 3: Your form is a conversation
  47. 47. Forms matter.
  48. 48. Photo: Flickr-user renemensen CC-BY Donate now!
  49. 49. Guide your users
  50. 50. Top task survey
  51. 51. Top task survey “If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?”
  52. 52. Top task survey “If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?” Participants chose between 79 different tasks.
  53. 53. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Patient rights Next of kin advice Waiting times Dietary prevention 0 % 1 % 2 % 3 % 4 % 5 % 6 % Top 25%
  54. 54. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Patient rights Next of kin advice Waiting times Dietary prevention 0 % 1 % 2 % 3 % 4 % 5 % 6 % Top 25% 6 out of 79 tasks have 25% of the votes
  55. 55. Home page
  56. 56. Home page
  57. 57. Home page
  58. 58. Home page
  59. 59. Home page
  60. 60. Home page
  61. 61. Home page
  62. 62. Many users will never see any other page
  63. 63. Many users will never see any other page
  64. 64. Googled «lung cancer» Many users will never see any other page
  65. 65. Googled «lung cancer» Saw a link on Facebook about cancer research Many users will never see any other page
  66. 66. Business goals User tasks
  67. 67. Business goals User tasks
  68. 68. Business goals User tasks
  69. 69. Business goals User tasks
  70. 70. Business goals User tasks
  71. 71. Business goals User tasks “Lung cancer”
  72. 72. Business goals User tasks Core pages “Lung cancer”
  73. 73. 2006 2007 2008 2009 2010 2011 2012 2013 Cancer line conversations
  74. 74. 2006 2007 2008 2009 2010 2011 2012 2013 Cancer line conversations +40% Launch
  75. 75. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Patient rights Next of kin advice Waiting times Dietary prevention 0 % 1 % 2 % 3 % 4 % 5 % 6 % Top 25% 6 out of 79 tasks have 25% of the votes
  76. 76. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Donate Volunteer Memory gift Legacy gift 0 % 1 % 2 % 3 % 4 % 5 % 6 % Top 25% 6 out of 79 tasks have 25% of the votes
  77. 77. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Donate Volunteer Memory gift Legacy gift 0 % 1 % 2 % 3 % 4 % 5 % 6 % Top 25% 6 out of 79 tasks have 25% of the votes Fundraising- tasks were on the bottom of the list!
  78. 78. Business goals User tasks Core pages “Lung cancer”
  79. 79. Business goals User tasks Core pages “Lung cancer”“Donate”
  80. 80. Business goals User tasks Core pages “Lung cancer”“Donate”
  81. 81. Right context + short path to completion = action!
  82. 82. Research project Core page
  83. 83. Make a donation Research project Core page Outward path
  84. 84. Portable donation forms!
  85. 85. Using smart defaults helps both you and the user
  86. 86. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 sep 2012 nov 2013 jan 2013 mar 2013 mai 2013 jul 2013 sep 2013 nov 2014 jan 250 NOK 500 NOK One-off donations Default 250 NOK
  87. 87. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 sep 2012 nov 2013 jan 2013 mar 2013 mai 2013 jul 2013 sep 2013 nov 2014 jan 250 NOK 500 NOK One-off donations Default 250 NOK Default 500 NOK
  88. 88. Use “nudge”- theory
  89. 89. 2011 2012 2013 2014 (so far) Annual income, regular donors (web)
  90. 90. 2011 2012 2013 2014 (so far) Annual income, regular donors (web)
  91. 91. 2011 2012 2013 2014 (so far) Annual income, regular donors (web) Launch
  92. 92. 2011 2012 2013 2014 (so far) Annual income, regular donors (web) Launch
  93. 93. 2011 2012 2013 2014 (so far) Annual income, regular donors (web) Launch
  94. 94. 32% choose to sign up another member of their household
  95. 95. 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
  96. 96. Donate now! Recurring giftSponsor Member Volunteer Follow on facebook Subscribe Order Download app Join our #instagram competition
  97. 97. One time donations +198%
  98. 98. Regular donors +288% One time donations +198%
  99. 99. Regular donors +288% One time donations +198% Regular donors sum +382%
  100. 100. Regular donors x4 One time donations x3 Regular donors sum x5
  101. 101. Members +107%
  102. 102. Members x2
  103. 103. And priorities are essential on small screens
  104. 104. Christmas appeal
  105. 105. Christmas appeal 15%
  106. 106. Christmas appeal 15% 17%
  107. 107. Christmas appeal 15% 17% 10%
  108. 108. Member recruitment
  109. 109. Member recruitment 2,5%
  110. 110. Member recruitment 2,5% 6,5%
  111. 111. Member recruitment 2,5% 6,5% 7,3%
  112. 112. More donations: • Design and code your forms right • Fewer fields are better • Context is king • Nudge • Tell your users what you need • Be device agnostic Never stop improving!
  113. 113. With better forms and better landing pages, you’re ready for everything....
  114. 114. Web donations desktop Web donations tablet Web donations phone Text donations Cold water challenge
  115. 115. Web donations desktop Web donations tablet Web donations phone Text donations Cold water challenge 3,5 million NOK in 2 weeks
  116. 116. Questions? @BeateSorum or beasorum@gmail.com @idaAa or ida@netliferesearch.com @ThordFoss Graphic Designer @EirikHafver Content Strategist @WilhelmJA Frontend Developer @MarteGraberg Web Editor @SolheimSlind Web Master Download slides and resources at bit.ly/iofslides

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