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Good non profit web design, AFP congress Toronto

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A case study of the Norwegian Cancer Society, that doubled its digital income. Best practice in donation form design and content strategy.

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Good non profit web design, AFP congress Toronto

  1. 1. From good intentions to more web donations AFP Toronto Congress #AFPcongress - @BeateSorum © Beate Sørum 2014
  2. 2. «I have decided to give, and I will do so even if this form is a bit incomprehensible and it takes me all afternoon» – no donor, ever.
  3. 3. Todays agenda ‣ Form design best practice ‣ Guiding your users ‣ Defaults and priorities #AFPcongress @BeateSorum
  4. 4. «I really want a hot dog»
  5. 5. «Do I really want a hot dog..?»
  6. 6. ♥Giving is an emotional decision - not a rational one.
  7. 7. «help out»-menu
  8. 8. «help out»-menu Become a member
  9. 9. «help out»-menu Become a member Webshop
  10. 10. «help out»-menu Become a member Webshop Donate withdrawn coins
  11. 11. has not changed
  12. 12. has not changed can highlight current events
  13. 13. Don’t make me think ♥ ✚
  14. 14. Don’t make me think ♥ ✚
  15. 15. Slides: bit.ly/ donationformsrule
  16. 16. «The best forms are invisible» - Luke Wroblewski «Web form design «(2008 p.2)
  17. 17. Looks good, right? First name Last name Adress Zip code City Cancel OK
  18. 18. Looks good, right? do better! First name Last name Adress Zip code City Cancel OK we can
  19. 19. Cancel OK First name Last name Adress Zip code City
  20. 20. Cancel OK First name Last name Adress Zip code City adapt field lengths
  21. 21. Cancel OK First name Last name Adress Zip code City
  22. 22. Cancel OK First name Last name Adress Zip code City group fields
  23. 23. Cancel OK First name Last name Adress Zip code City buttons clearly state what they do
  24. 24. Delete Donate First name Last name Adress Zip code City buttons clearly state what they do
  25. 25. Delete Donate First name Last name Adress Zip code City
  26. 26. Delete Donate First name Last name Adress Zip code City clear first choice
  27. 27. First name Last name Donate Let me throw away all the work I just did Adress Zip code City
  28. 28. First name Last name Donate Let me throw away all the work I just did Adress Zip code City remove things that hurt more than help
  29. 29. Donate First name Last name Adress Zip code City
  30. 30. Donate First name Last name Adress Zip code City remove things that hurt more than help
  31. 31. Donate First name Last name Adress Zip code City
  32. 32. Donate First name Last name Adress Zip code City right-align for easy reading and scanning
  33. 33. First name Last name Adress Zip code City Donate
  34. 34. First name Last name Adress Zip code City Donate top-align for mobile
  35. 35. First name Last name Adress Zip code City Donate DON’T EVER DO THIS!!
  36. 36. First name Last name I Zip code City Donate DON’T EVER DO THIS!!
  37. 37. clearly state what went wrong & how to fix There is an error. Please correct the ! highlighted field below. A zip code has 5 digits First name Last name Adress Zip code ! City Donate
  38. 38. THE DATABASE IS NOT in charge!
  39. 39. «Address line 1» «Address line 2»
  40. 40. Just because your database has a field for it, does not mean you have to ask for it.
  41. 41. Every extra field in your form hurts your donations.
  42. 42. http://bit.ly/ContactFormConversion
  43. 43. From 11 to 4 fields Submissions up 140% http://bit.ly/ContactFormConversion
  44. 44. WHAT’S THE LEAST YOU CAN GET AWAY WITH? *google translated form. Please don’t blame me for bad grammar.
  45. 45. as a conversation think of your forms
  46. 46. A conversation: • Questions that belong • Understandable questions • Explain why you’re asking • Ask follow-up questions when the task is done.
  47. 47. forms MATTER
  48. 48. Photo: Flickr-user renemensen CC-BY donate
  49. 49. DONATE NOW blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla
  50. 50. we have to guide our users. ☛
  51. 51. what are our business goals? ✚
  52. 52. business goals 1. Fewer people should get cancer 2. More of those who do, should survive 3. Those who have to live with cancer should have a better life
  53. 53. web page goals 1. A better life for patients and next of kin. 2. Increase knowledge of cancer and prevention. 3. More people using our programs 4. Improve the Cancer Society’s position and reputation
  54. 54. sender message receiver
  55. 55. the internet is a pull medium sender message receiver
  56. 56. the internet is a pull medium sender message receiver
  57. 57. the internet is a pull medium sender message receiver what you want is less important
  58. 58. what do the users want? ♥
  59. 59. - Cancer treatments - Symptoms - Preventing cancer - Cancer forms - Latest research - Choosing a hospital THESE 6 HAD 25% OF THE VOTES *Norwegian Cancer Society, Customer CareWords survey.
  60. 60. - … - … - … - … - … - … - … - … - … - … - … - give money!
  61. 61. :(
  62. 62. HOME PAGE
  63. 63. HOME PAGE
  64. 64. HOME PAGE
  65. 65. HOME PAGE
  66. 66. HOME PAGE
  67. 67. Facebook, research
  68. 68. Facebook, research Googled lung cancer
  69. 69. CORE PAGES business goals user needs «The core model», developed by awesome UX agency Netlife Resarch
  70. 70. CORE PAGES business goals user needs «The core model», developed by awesome UX agency Netlife Resarch
  71. 71. CORE PAGES business goals user needs «The core model», developed by awesome UX agency Netlife Resarch
  72. 72. CORE PAGES business goals user needs «The core model», developed by awesome UX agency Netlife Resarch
  73. 73. CORE PAGES business goals user needs «The core model», developed by awesome UX agency Netlife Resarch
  74. 74. CORE PAGES business goals user needs «The core model», developed by awesome UX agency Netlife Resarch
  75. 75. CORE PAGES business goals user needs «The core model», developed by awesome UX agency Netlife Resarch
  76. 76. Googled lung cancer ?
  77. 77. Googled lung cancer Talk to someone on the help line
  78. 78. Facebook, research
  79. 79. Facebook, research Would you like to support the ongoing research?
  80. 80. core page path forward research project business goal: inform about research user need: read latest research
  81. 81. core page research project path forward make a donation business goal: inform about research user need: read latest research
  82. 82. right CONTEXT + short PATH to completion =action
  83. 83. cancer line conversations average + 40 % 2006 2007 2008 2009 2010 2011 2012 2013
  84. 84. blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla DONATE NOW
  85. 85. blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla GIVE NOW? 20 euros from Beate donate
  86. 86. blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla GIVE NOW? 20 euros from Beate donate ✃
  87. 87. google did this
  88. 88. blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla *all the feels*
  89. 89. blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla *all the feels* GIVE NOW? 20 euros from Beate donate
  90. 90. make PRIORITIES
  91. 91. Member! Donate! Regular gift! Facebook! Instagram! Twitter! Legacy! Volunteer! Sponsor! Fundraise! Give stuff! Holiday cards! Webshop! App! Newsletter!
  92. 92. Donate! Member! Regular gift! Facebook! Instagram! Twitter! Legacy! Volunteer! Sponsor! Fundraise! Give stuff! Holiday cards! Webshop! App! Newsletter!
  93. 93. Don’t make me think defaults USE ♥
  94. 94. «what are others giving..?»
  95. 95. NUDGE
  96. 96. annual value of regular donors* *signed up online
  97. 97. annual value of regular donors* 2011 2012 2013 2014 (October) *signed up online
  98. 98. annual value of regular donors* LAUNCH 2011 2012 2013 2014 (October) *signed up online
  99. 99. annual value of regular donors* LAUNCH 2011 2012 2013 2014 (October) *signed up online
  100. 100. annual value of regular donors* LAUNCH 2011 2012 2013 2014 (October) *signed up online
  101. 101. annual value of regular donors* LAUNCH 2011 2012 2013 2014 (October) *signed up online 5x increase
  102. 102. «do you live with anyone else who wants to be a member? It is only $12 extra»
  103. 103. «do you live with anyone else who wants to be a member? It is only $12 extra» ca. 30%
  104. 104. MOBILE-friendly be
  105. 105. conversions, christmas appeal
  106. 106. conversions, christmas appeal 15%
  107. 107. conversions, christmas appeal 15% 17%
  108. 108. conversions, christmas appeal 15% 17% 10%
  109. 109. recruiting members from facebook * conversion rates
  110. 110. recruiting members from facebook 10% * conversion rates
  111. 111. recruiting members from facebook 10% 5,2% * conversion rates
  112. 112. recruiting members from facebook 10% 5,2% 6,8% * conversion rates
  113. 113. recruiting members from facebook * conversion rates
  114. 114. recruiting members from facebook 49 * conversion rates
  115. 115. recruiting members from facebook 49 69 * conversion rates
  116. 116. recruiting members from facebook 49 69 170 * conversion rates
  117. 117. CONTEXT is more important than GADGET
  118. 118. 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
  119. 119. thanks for listening! questions? http://bit.ly/donationformsrule http://about.me/beatesorum

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