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Seven /Ten interesting insightsCharities, fundraisers & donors
We are the UX & Insights team @justgiving                Clara Teoh -           UXD (Product & Innovation)                ...
The story so far...     13m+     have helped      over 8000       charities        over    £800m      raised
1. Try something, measure it, try somethingelse                            http://www.flickr.com/photos/7802947@N02/502633...
JustGiving c. 2001                     We tried many things                     • Being a ‘portal’                     • P...
It took near 2 years to find the thing thatworked                               Try something, measure it, try something else
2. Prioritise user feedback
Getfundraising page. the first listening  Peter raised £800 on                       And                                   ...
3. Use personal stories rather than   organisational ones                                      http://www.justgiving.com/t...
This is the most valuable data on our website                         Use personal stories rather than organisational ones
Charities understand this too                                http://www.sightsavers.org/                                ht...
Chuggers (aka charity muggers)                        Use personal stories rather than organisational ones                ...
Share personal stories in a personal way                       Use personal stories rather than organisational ones
4. Social obligation is a great motivator                             http://www.flickr.com/photos/ausnahmezustand/4752989...
It’s a big ask...                    Please sponsor me   Fundraiser                    • I value our relationship         ...
It’s a big ask...                      Of course I will   Sponsor                    • He values me as a friend           ...
The opposite is generally true for direct giving...                             •Emergencies have an                      ...
The Facebook effect - a *rough* ROI  26,981    Number of likes from 29 September to 4th December 2010           If 6 likes...
5. Let people demonstrate their generosity                             http://www.flickr.com/photos/krislitman/493626935/
People want to show their support for causes                               Let people demonstrate their generosity
But they don’t want to talk about money    Please help my friend    who’s raising money!                            I just...
Fundraising for Richard Hammond                             Let people demonstrate their generosity
The message is as important as the donation                              Let people demonstrate their generosity
6. Understand charities and get them involved                             http://www.flickr.com/photos/howardlake/4995038929
7. Engage people on their terms
Engage people on their terms
The growth of mobile             Mobile as a percentage of traffic on JustGiving.com                                      ...
Generosity is changing    ...it’s becoming more spontaneous, flexible & in the moment                                 ...th...
When it works amazing things happen                           http://www.justgiving.com/Save-Joeys-Life
Thank you  1. Try something, measure it, try something else  2. Prioritise user feedback  3. Use personal stories rather t...
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UKUPA May 2011 Event: JustGiving - 7 interesting things about UX and charities, fundraisers and donors

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Clara, Will and Elizabeth make up the UX and Insights team at JustGiving.com, the award-winning site which has helped raise over £800 million for UK charities. Their expertise as a team stretches from user testing, design, wireframing and research to data mining and analysis.

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Transcript of "UKUPA May 2011 Event: JustGiving - 7 interesting things about UX and charities, fundraisers and donors"

  1. 1. Seven /Ten interesting insightsCharities, fundraisers & donors
  2. 2. We are the UX & Insights team @justgiving Clara Teoh - UXD (Product & Innovation) clara@justgiving.com Will Hardy - UXD (Product & Innovation) @willjohnh Elizabeth Kessick - Head of insight @izabel_blue
  3. 3. The story so far... 13m+ have helped over 8000 charities over £800m raised
  4. 4. 1. Try something, measure it, try somethingelse http://www.flickr.com/photos/7802947@N02/5026337056/
  5. 5. JustGiving c. 2001 We tried many things • Being a ‘portal’ • Payroll Giving • Direct donations • In memory microsites Try something, measure it, try something else
  6. 6. It took near 2 years to find the thing thatworked Try something, measure it, try something else
  7. 7. 2. Prioritise user feedback
  8. 8. Getfundraising page. the first listening Peter raised £800 on And We love being in the user feedback lab he told us what worked and what didn’t We listened to our helpdesk And we kept on listening to everyone using the site. And making sure they liked it enough to tell others Prioritise user feedback
  9. 9. 3. Use personal stories rather than organisational ones http://www.justgiving.com/tea-birds
  10. 10. This is the most valuable data on our website Use personal stories rather than organisational ones
  11. 11. Charities understand this too http://www.sightsavers.org/ http://www.oxfam.org.uk/ http://www.nspcc.org.uk/
  12. 12. Chuggers (aka charity muggers) Use personal stories rather than organisational ones http://www.flickr.com/photos/7802947@N02/5656054207/
  13. 13. Share personal stories in a personal way Use personal stories rather than organisational ones
  14. 14. 4. Social obligation is a great motivator http://www.flickr.com/photos/ausnahmezustand/4752989186/
  15. 15. It’s a big ask... Please sponsor me Fundraiser • I value our relationship I hope you do too • This is embarrassing • What if you say no? Social obligation is a great motivator
  16. 16. It’s a big ask... Of course I will Sponsor • He values me as a friend • I bet he’s asking my friends • If I don’t it’ll be embarrassing • The longer I leave it the worse it’ll be Social obligation is a great motivator
  17. 17. The opposite is generally true for direct giving... •Emergencies have an immediate impact • People react quickly • The impetus to give decreases over time Social obligation is a great motivator http://www.flickr.com/photos/dfid/5330986750
  18. 18. The Facebook effect - a *rough* ROI 26,981 Number of likes from 29 September to 4th December 2010 If 6 likes = 1 donation 1 like ~ 1/6th of a donation Average donation is £32 1 like ~ £5 to charity Social obligation is a great motivator
  19. 19. 5. Let people demonstrate their generosity http://www.flickr.com/photos/krislitman/493626935/
  20. 20. People want to show their support for causes Let people demonstrate their generosity
  21. 21. But they don’t want to talk about money Please help my friend who’s raising money! I just donated £10 - you should too! Let people demonstrate their generosity
  22. 22. Fundraising for Richard Hammond Let people demonstrate their generosity
  23. 23. The message is as important as the donation Let people demonstrate their generosity
  24. 24. 6. Understand charities and get them involved http://www.flickr.com/photos/howardlake/4995038929
  25. 25. 7. Engage people on their terms
  26. 26. Engage people on their terms
  27. 27. The growth of mobile Mobile as a percentage of traffic on JustGiving.com Engage people on their terms
  28. 28. Generosity is changing ...it’s becoming more spontaneous, flexible & in the moment ...the challenge is to keep up. Engage people on their terms
  29. 29. When it works amazing things happen http://www.justgiving.com/Save-Joeys-Life
  30. 30. Thank you 1. Try something, measure it, try something else 2. Prioritise user feedback 3. Use personal stories rather than organisational ones 4. Social obligation is a great motivator 5. Let people demonstrate their generosity 6. Understand charities and get them involved 7. Engage people on their terms Clara Teoh Elizabeth Kessick Will Hardy clara@justgiving.com @izabel_blue @willjohnh

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