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How to get people from intention to donation

Oct. 22, 2015
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Government & Nonprofit Design Internet

Session from International Fundraising Congress 2015 (#IFC2015).
We are leaving so much money on the table, by not making it easy enough to give. We leave the hard work on the donor - rather than making the investments and doing it ourselves. In this session, techiques and tools to start fixing our problems were delivered. How to design a good donation form. How to get a good web site strategy. How to use behavioral economics to ethically and in a good way influence your design in a way that influences the way your donors behave.

License: CC Attribution-NonCommercial License

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How to get people from intention to donation

  1. 💰 From good intentions, to more web donations © Beate Sørum 2015 #IFC2015 - @BeateSorum
  2. about.me/BeateSorumabout.me/BeateSorum @BeateSorum ♥Internet
  3. ..said no donor, ever. «I have decided to give, and I will do so even if this form is incomprehensible and it takes me all afternoon»
  4. «…mmmmm, rooose gooold…»
  5. Yeeaah, I’ll skip this one.
  6. photo: iwantoneofthose.com
  7. ♥ Giving is an emotional decision - not a rational one.
  8. Don’t make me think ♥
  9. Don’t make me think ♥
  10. giving threshold leaving threshold Thanks to Mo Syed for this handy diagram! 🚫
  11. giving threshold leaving threshold Thanks to Mo Syed for this handy diagram! 🚫
  12. giving threshold leaving threshold emotional story Thanks to Mo Syed for this handy diagram! 🚫
  13. giving threshold leaving threshold emotional story form hard to find ⬇ Thanks to Mo Syed for this handy diagram! 🚫
  14. giving threshold leaving threshold emotional story form hard to find ⬇ found it! ⬆ Thanks to Mo Syed for this handy diagram! 🚫
  15. giving threshold leaving threshold emotional story form hard to find ⬇ found it! ⬆ «why do they want my phone number..?» ⬇ Thanks to Mo Syed for this handy diagram! 🚫
  16. giving threshold leaving threshold emotional story form hard to find ⬇ found it! ⬆ «why do they want my phone number..?» ⬇ «what’s address line 2 ?!?» ⬇ Thanks to Mo Syed for this handy diagram! 🚫
  17. transaction cost: • attention • clicks • actions what are donors willing to «pay»?
  18. •unnecessary steps •ambiguity REMOVE
  19. leaving threshold giving threshold
  20. Charity A Charity B
  21. Charity A Charity B
  22. Charity A Charity B 8 %
  23. Charity A Charity B ␡ 8 %
  24. Charity A Charity B ␡ 8 % 2,5 %
  25. Charity A Charity B ␡ 8 % 2,5 % - €36.000
  26. If they are thinking about your form, they are not thinking about giving.
  27. ♥ Giving is an emotional decision - not a rational one.
  28. - Luke Wroblewski «The best forms are invisible» «Web form design «(2008 p.2)
  29. lazy bastard ⬈
  30. First name Last name Adress Zip code City Cancel OK Looks good, right?
  31. Cancel OK First name Last name Adress Zip code City
  32. Cancel OK First name Last name Adress Zip code adapt field lengths City
  33. Cancel OK First name Last name Adress Zip code City
  34. Cancel OK First name Last name Adress Zip code City group fields
  35. Cancel OK First name Last name Adress Zip code City buttons clearly state what they do
  36. Delete Donate First name Last name Adress Zip code City buttons clearly state what they do
  37. DonateDelete First name Last name Adress Zip code City
  38. DonateDelete First name Last name Adress Zip code City clear first choice
  39. Donate Let me throw 
 away all the 
 work I just did First name Last name Adress Zip code City
  40. Donate Let me throw 
 away all the 
 work I just did First name Last name Adress Zip code City remove things that hurt more than help
  41. Donate First name Last name Adress Zip code City
  42. Donate First name Last name Adress Zip code City remove things that hurt more than help
  43. Donate First name Last name Adress Zip code City
  44. Donate First name Last name Adress Zip code City right-align for easy reading and scanning
  45. First name Last name Adress Zip code City Donate
  46. First name Last name Adress Zip code City Donate top-align for mobile
  47. clearly state what went wrong & how to fix A zip code has 5 digits First name Last name Adress Zip code There is an error. Please correct the highlighted field below.! ! City Donate
  48. This is a videoslide. Link to video, «google analytics in real life»: 
 https://www.youtube.com/watch?v=3Sk7cOqB9Dk
  49. This is a videoslide. Link to video, «google analytics in real life»: 
 https://www.youtube.com/watch?v=3Sk7cOqB9Dk
  50. THE DATABASE IS NOTin charge!
  51. «Address line 1»
 «Address line 2»
  52. Just because your database has a field for it, does mean you have to ask for it. not
  53. Every extra field in your form hurts your donations.
  54. http://bit.ly/ContactFormConversion
  55. http://bit.ly/ContactFormConversion From 11 to 4 fields Submissions up 140%
  56. WHAT’S THE LEAST YOU CAN GET AWAY WITH? *google translated form. Please don’t blame me for bad grammar.
  57. WHEN DO YOU NEED MORE?
  58. as a conversation think of your forms
  59. https://www.flickr.com/photos/dpstyles/
  60. 💬 • Questions that belong • Understandable questions • Explain why you’re asking • Ask follow-up questions when the task is done. A conversation:
  61. MATTER forms
  62. Photo: Flickr-user renemensen CC-BY donate
  63. DONATE NOW blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla
  64. pushing does notwork🚫
  65. «help out»-menu Become a member Webshop Donate withdrawn coins
  66. we have to guide our users. ☛
  67. WHY DO WE HAVE A WEBSITE?
  68. 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 business goals
  69. 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 web page goals
  70. 📢WHAT DO THE USERS NEED? ♥
  71. - 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.
  72. - … - … - … - … - … - … - … - … - … - … - … - give money!
  73. :C
  74. HOME PAGE
  75. HOME PAGE
  76. HOME PAGE
  77. HOME PAGE
  78. HOME PAGE
  79. Facebook, research
  80. Googled lung cancer Facebook, research
  81. Googled lung cancer ?
  82. Googled lung cancer Talk to someone on the help line
  83. Facebook, research
  84. Facebook, research Would you like to support the ongoing research?
  85. research project core page path forward business goal: 
 inform about research
 
 user need: 
 read latest research
  86. research project core page make a donation path forward business goal: 
 inform about research
 
 user need: 
 read latest research
  87. right CONTEXT + short PATH to completion action=
  88. 2006 2007 2008 2009 2010 2011 2012 2013 2014 cancer line conversations average + 
 40% + 
 58%
  89. blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla DONATE NOW
  90. blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla 20 euros from Beate donate GIVE NOW?
  91. blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla 20 euros from Beate donate GIVE NOW? ✃
  92. <form method="post" action="/donate/" onsubmit="javascript:return WebForm_OnSubmit();" id="aspnetForm">
 <div>
 <input type="hidden" name="__WPPS" id="__WPPS" value="s" />
 <input type="hidden" name="__EVENTTARGET" id="__EVENTTARGET" value="" />
 <input type="hidden" name="__EVENTARGUMENT" id="__EVENTARGUMENT" value="" />
 <input type="hidden" name="__VIEWSTATE" id="__VIEWSTATE" value="/
  93. google did this
  94. PRIORITIES make
  95. Donate!Member! Regular gift! Instagram!Facebook! Twitter! Volunteer!Legacy! Sponsor! Give stuff!Fundraise! Holiday cards! App!Webshop! Newsletter!
  96. Member! Regular gift! Instagram!Facebook! Twitter! Volunteer!Legacy! Sponsor! Give stuff!Fundraise! Holiday cards! App!Webshop! Newsletter! Donate!
  97. Don’t make me think defaults USE♥
  98. «what are others giving..?»
  99. humans rely too much on the first piece of information
  100. humans rely too much on the first piece of information ANCHORING BIAS
  101. kind handsome funny jealous stingy
  102. kind handsome funny jealous stingy jealous stingy handsome funny kind
  103. 120 19 5
  104. 5 19 120 120 19 5
  105. £ what amounts you put first really matters ▾ £ ▾
  106. £ what amounts you put first really matters 50 ▾ £ ▾
  107. £ what amounts you put first really matters 50 25 15 5 ▾ £ ▾
  108. £ what amounts you put first really matters 50 25 15 5 ▾ £ 5 ▾
  109. £ what amounts you put first really matters 50 25 15 5 ▾ £ 5 15 25 50 ▾
  110. vs £ 50 25 15 5 ▾ £ 50 £ 25 £ 15 £ 5
  111. vs £ 50 25 15 5 ▾ £ 5 £ 15 £ 25 £ 50
  112. NUDGE
  113. annual value of regular donors* *signed up online
  114. 2011 2012 2013 2014 annual value of regular donors* *signed up online
  115. 2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH
  116. 2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH
  117. 2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH
  118. 2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH 847 %
  119. 2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH 847 % 9x increase
  120. «do you live with anyone else who wants to be a member? It is only €8 extra»
  121. ca. 30% «do you live with anyone else who wants to be a member? It is only €8 extra»
  122. be MOBILE- friendly
  123. conversions, christmas appeal
  124. conversions, christmas appeal 15%
  125. conversions, christmas appeal 15% 17%
  126. conversions, christmas appeal 15% 17% 10%
  127. * conversion rates recruiting members from facebook
  128. 10% * conversion rates recruiting members from facebook
  129. 10% 5,2% * conversion rates recruiting members from facebook
  130. 10% 5,2% 6,8% * conversion rates recruiting members from facebook
  131. recruiting members from facebook * conversion rates
  132. recruiting members from facebook 49 * conversion rates
  133. recruiting members from facebook 49 69 * conversion rates
  134. recruiting members from facebook 49 69 170 * conversion rates
  135. CONTEXT is more important than GADGET
  136. 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
  137. thanks for listening! http://about.me/beatesorum questions?

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