G I V I N G M O T I VA T I O N E X P E R I E N C E
Giving Motivation Experience
The challenge: To make people donate periodically to causes they believe in.
The solution: The Bright Funds giving motivation experience is a package of additions to the current
Bright Funds platform to motivate users to make donations on a regular basis. It takes advantage of
corporate competitive crowdfunding using incentives and social integration to encourage employee
Online survey + in person interview = 65 people
Evidence of donation impact
Direct Impact. Incentives.
Current world events
Of the 60 people interviewed only one person did not donate. People donated based on various rationals but very few
donated or allocated money for donation spread over a 12 month period.
5 key principles:
Incentives/ what do I get out of it/ Direct Impact?
Evidence of donation impact.
Motivation strategy approaches:
Lucky - make people realize how fortunate they are comparatively
Give up - if you’re doing something everyday, give up one day and donate that amount
In addition to - instead of giving something up, donate one days worth
Group involvement - Working together as a group to have a greater impact
Incentives - give to get. What’s in it for the individual. Company incentives.
Corporate Competitive Crowdfunding - gamiﬁcation and social media to boost employee engagement
Global Rich List
Strategy: online charity raﬄe for a chance
to meet a celebrity or go behind scenes
on a show.
Strategy: Income calculator
Giving what we can
Strategy: Income calculator
Strategy: Micro donation = macro
impact. Give up something small
and donate that amount.
Rich list, UK
Strategy: Income calculator. Make
people realize how a small amount
can make a diﬀerence.
Strategy: 65% employees are involved in
Strategy: A for proﬁt company which helps
companies to make a diﬀerence while
achieving greater business impacts from
Strategy: customizable web based
corporate philantrophy platform.
Strategy: Provides services for corporate
Strategy: Competitive corporate
“I might give if there are practical reasons like
company matching, incentives and tax beneﬁts.”
simple living, practical and analytical approach to life decisions
enjoys spending some money on technical gadgets, car, gaming and computer equipment
Marital Status: Single
Company: Zen Payroll
Job: Software engineer, $120 K
Allen is a software engineer at LinkedIn with some disposable income. His workplace recently
signed up with Bright funds and an account has been set up for him. He opens his account
and is willing to donate since his company supports some organizations and matches the
Has no idea where his money is going and how it’s allocated
Lack of trust in charitable organizations and how they’ll use the money
No knowledge about company matching policy and tax beneﬁts
What’s in it for me?
“I want the world to be a better place for my kids
so I’d give to causes I connect with emotionally.”
connecting with people socially
spending time with family
28 - Male - Sof tware
Married with two kidsDeveloper
Job: Sales Rep, $140 K
Jennifer is a mother of two and started her new job recently with Genentech as a sales rep.
She donates 3-6 times a year to support her friends and family for speciﬁc causes such as
breast cancer and speech Apraxia which she has an emotional connection to. Genentech has
an account with Bright funds where she can support a diverse group of highly eﬀective nonproﬁts where she can keep track of her donations and be consistent.
Not motivated to give if she cannot see the impact of her donation
Wants to make a diﬀerence but isn’t sure her amount will have an impact
Is motivated to give but wants to get others involved, make it social
EMPLOYEE/ PERSONAL PROFILE
FIND CAUSES AND
RECORD OUTSIDE GIVING
INVESTMENT AND TAX
RECURRING PAYMENT SETUP
YOUR WORKPLACE STATS
GIVING AND VOLUNTEER
EXISTING PAGES OF WEBSITE
NEW PAGES ADDED TO WEBSITE
Early paper prototype testing to validate concept, and low ﬁdelity
-Interactive map interaction improvements
-CTAs for donating and joining challenges could stand out more visually
-Users wanted to see more location data of their donation impact
-More evidence of company collaboration in various sections
-Social [pressure] to encourage engagement
Company branding addition
CTA with company matching
Interactive global reach map
Global Reach for company
1. WORK OUT A FLOW FROM THE ADMINISTRATIVE SIDE TO ENTER INFORMATION ON THE INCENTIVES AND
2. EMPLOYEE TO BE ABLE TO SUGGEST A CHALLENGE.
3. CREATE A CATALOGUE OF INCENTIVES.
4. INTERNAL TEAMS IN A COMPANY BEING ABLE TO SET UP A GAME/ CHALLENGE TO PLAY AGAINST EACH OTHER AND
THE MONEY TO BE DONATED TO CHARITY.
5. SET UP VOLUNTEERING PROGRAMS.