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.

1. Seven
/
Ten interesting insights
Charities, fundraisers & donors

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. The story so far...
13m+
have helped
over 8000
charities
over
£800m
raised

4. 1. Try something, measure it, try something
else
http://www.flickr.com/photos/7802947@N02/5026337056/

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. It took near 2 years to find the thing that
worked
Try something, measure it, try something else

7. 2. Prioritise user feedback

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. 3. Use personal stories rather than
organisational ones
http://www.justgiving.com/tea-birds

10. This is the most valuable data on our website
Use personal stories rather than organisational ones

11. Charities understand this too
http://www.sightsavers.org/
http://www.oxfam.org.uk/
http://www.nspcc.org.uk/

12. Chuggers (aka charity muggers)
Use personal stories rather than organisational ones
http://www.flickr.com/photos/7802947@N02/5656054207/

13. Share personal stories in a personal way
Use personal stories rather than organisational ones

14. 4. Social obligation is a great motivator
http://www.flickr.com/photos/ausnahmezustand/4752989186/

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. 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. 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. 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. 5. Let people demonstrate their generosity
http://www.flickr.com/photos/krislitman/493626935/

20. People want to show their support for causes
Let people demonstrate their generosity

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. Fundraising for Richard Hammond
Let people demonstrate their generosity

23. The message is as important as the donation
Let people demonstrate their generosity

24. 6. Understand charities and get them involved
http://www.flickr.com/photos/howardlake/4995038929

25. 7. Engage people on their terms

26. Engage people on their terms

27. The growth of mobile
Mobile as a percentage of traffic on JustGiving.com
Engage people on their terms

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. When it works amazing things happen
http://www.justgiving.com/Save-Joeys-Life

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