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The donor user experience IoF National Convention © Beate Sørum 2015 #iofnfc - @BeateSorum
about.me/BeateSorumabout.me/BeateSorum @BeateSorum ♥Internet
photo: iwantoneofthose.com
photo:redshoesnoknickers.com
why do we buy this 💩?
10%conscious
lazy bastard ⬈ in other words:
🔁
This has some weird effects.
= £ 1.10 = £ 1 more than = ?
£1.05 £0.05 = £1.10 +
«Excuse me, I have five pages. May I use the Xerox machine, because I’m in a hurry?» Harvard Social Psychologist Ellen Lang...
«Excuse me, I have five pages. May I use the Xerox machine, because I’m in a hurry?» 94% Harvard Social Psychologist Ellen ...
«Excuse me, I have five pages. May I use the Xerox machine?»
«Excuse me, I have five pages. May I use the Xerox machine?» 60%
«Excuse me, I have five pages. May I use the Xerox machine, because I have to make some copies?»
«Excuse me, I have five pages. May I use the Xerox machine, because I have to make some copies?» 93%
«Excuse me, I have five pages. May I use the Xerox machine, because I have to make some copies?» 93% «Excuse me, I have five...
People like reasons. Provide some. Lesson:
My favourite weird effect: "Reading the words «bye now», will make you BUY now!
Restaurant test "
Restaurant test " • «so long» 
 $32
Restaurant test " • «so long» 
 $32 • «bye now»
 $45.50 (!)
Just because you CAN influence something, does not mean you should. 🚫
Don’t be evil.
What has this got to do with fundraising?
What has this got to do with fundraising? 💰
lazy bastard ⬈
design matters. ⬈
Charity A Charity B
Charity A Charity B
Charity A Charity B 8 %
Charity A Charity B ␡ 8 %
Charity A Charity B ␡ 8 % 2,5 %
Charity A Charity B ␡ 8 % 2,5 % - €36.000
giving threshold leaving threshold Thanks to Mo Syed for this handy diagram! 🚫
giving threshold leaving threshold Thanks to Mo Syed for this handy diagram! 🚫
giving threshold leaving threshold emotional story Thanks to Mo Syed for this handy diagram! 🚫
giving threshold leaving threshold emotional story form hard to find ⬇ Thanks to Mo Syed for this handy diagram! 🚫
giving threshold leaving threshold emotional story form hard to find ⬇ found it! ⬆ Thanks to Mo Syed for this handy diagram...
giving threshold leaving threshold emotional story form hard to find ⬇ found it! ⬆ «why do they want my phone number..?» ⬇ ...
giving threshold leaving threshold emotional story form hard to find ⬇ found it! ⬆ «why do they want my phone number..?» ⬇ ...
transaction cost: • attention • clicks • actions what are donors willing to «pay»?
•unnecessary steps •ambiguity REMOVE
leaving threshold giving threshold
If they are thinking about your form, they are not thinking about giving.
♥ Giving is an emotional decision - not a rational one.
Don’t make me think ♥
Don’t make me think ♥
- Luke Wroblewski «The best forms are invisible» «Web form design «(2008 p.2)
First name Last name Adress Zip code City Cancel OK not bad, right?
Cancel OK First name Last name Adress Zip code City
Cancel OK First name Last name Adress Zip code City adapt field lengths
Cancel OK First name Last name Adress Zip code City
Cancel OK First name Last name Adress Zip code City group fields
Cancel OK First name Last name Adress Zip code City buttons clearly state what they do
Delete Donate First name Last name Adress Zip code City buttons clearly state what they do
DonateDelete First name Last name Adress Zip code City
DonateDelete First name Last name Adress Zip code City clear first choice
Donate Let me throw 
 away all the 
 work I just did First name Last name Adress Zip code City
Donate Let me throw 
 away all the 
 work I just did First name Last name Adress Zip code City remove things that hurt mor...
Donate First name Last name Adress Zip code City
Donate First name Last name Adress Zip code City remove things that hurt more than help
Donate First name Last name Adress Zip code City
Donate First name Last name Adress Zip code City right-align for easy reading and scanning
First name Last name Adress Zip code City Donate
First name Last name Adress Zip code City Donate top-align for mobile
First name Last name Adress Zip code City Donate DON’T DO THIS!
I First name Zip code City Donate Last name
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. ...
as a conversation think of your forms
• Questions that belong • Understandable questions • Explain why you’re asking • Ask follow-up questions when the task is ...
when something is incomplete, it
when something is incomplete, it ..hurts. And that’s the Zeigarnik effect.
2 am on a work night..
I would like to donate £25 ▾ My name is first name, last name and you can send my receipt to myemail@email.com . monthly ▾ ...
The more choice you have, the less likely you are to buy.
The more choice you have, the less likely you are to buy. The paradox of choice.
what choices can we remove?
Donate!Member! Regular gift! Instagram!Facebook! Twitter! Volunteer!Legacy! Sponsor! Give stuff!Fundraise! Holiday cards! A...
Member! Regular gift! Instagram!Facebook! Twitter! Volunteer!Legacy! Sponsor! Give stuff!Fundraise! Holiday cards! App!Webs...
NUDGE ▹ SIMPLIFY
annual value of regular donors* *signed up online
2011 2012 2013 2014 annual value of regular donors* *signed up online
2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH
2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH
2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH
2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH 847 %
2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH 847 % 9x increase
«do you live with anyone else who wants to be a member? It is only £6 extra»
ca. 30% «do you live with anyone else who wants to be a member? It is only £6 extra»
we look to others for the «right» answer
we look to others for the «right» answer Social proof / social default bias
the bystander- effect
•what are other people doing? •What’s «normal» here? •Are there any clues?
Don’t make me think defaults USE♥
we rely too much on the first piece of information
we rely too much on the first piece of information Anchoring bias
kind handsome funny jealous stingy
kind handsome funny jealous stingy jealous stingy handsome funny kind
120 19 5
5 19 120 120 19 5
£ what amounts you put first really matters ▾ £ ▾
£ what amounts you put first really matters 50 ▾ £ ▾
£ what amounts you put first really matters 50 25 15 5 ▾ £ ▾
£ what amounts you put first really matters 50 25 15 5 ▾ £ 5 ▾
£ what amounts you put first really matters 50 25 15 5 ▾ £ 5 15 25 50 ▾
vs £ 50 25 15 5 ▾ £ 50 £ 25 £ 15 £ 5
The drive to be (and look) consistent
The drive to be (and look) consistent Commitment and consistancy
«I’m the kind of person who..»
This one sometimes hurts us.
REASON
REASONmy REASON
REASON my REASONmy REASON
my REASONmy REASON REASON
my REASONmy REASON
HOW CAN WE USE THIS ethically?
We’d love to hear why you are considering our service!
We’d love to hear why you are considering our service! |
ROI x2 higher
I’m the kind of person who gives?
RESOURCES • Influence - the power of persuasion
 - Robert B. Cialdini • Web Form Design
 - Luke Wroblewski • coglode.com - ...
thanks for listening! http://about.me/beatesorum questions?
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
The donor user experience - National Fundraising Convention London 2015
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The donor user experience - National Fundraising Convention London 2015

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The donor user experience - National Fundraising Convention London 2015

  1. 1. The donor user experience IoF National Convention © Beate Sørum 2015 #iofnfc - @BeateSorum
  2. 2. about.me/BeateSorumabout.me/BeateSorum @BeateSorum ♥Internet
  3. 3. photo: iwantoneofthose.com
  4. 4. photo:redshoesnoknickers.com
  5. 5. why do we buy this 💩?
  6. 6. 10%conscious
  7. 7. lazy bastard ⬈ in other words:
  8. 8. 🔁
  9. 9. This has some weird effects.
  10. 10. = £ 1.10 = £ 1 more than = ?
  11. 11. £1.05 £0.05 = £1.10 +
  12. 12. «Excuse me, I have five pages. May I use the Xerox machine, because I’m in a hurry?» Harvard Social Psychologist Ellen Langer.
  13. 13. «Excuse me, I have five pages. May I use the Xerox machine, because I’m in a hurry?» 94% Harvard Social Psychologist Ellen Langer.
  14. 14. «Excuse me, I have five pages. May I use the Xerox machine?»
  15. 15. «Excuse me, I have five pages. May I use the Xerox machine?» 60%
  16. 16. «Excuse me, I have five pages. May I use the Xerox machine, because I have to make some copies?»
  17. 17. «Excuse me, I have five pages. May I use the Xerox machine, because I have to make some copies?» 93%
  18. 18. «Excuse me, I have five pages. May I use the Xerox machine, because I have to make some copies?» 93% «Excuse me, I have five pages. May I use the Xerox machine, because I have to make some copies?»
  19. 19. People like reasons. Provide some. Lesson:
  20. 20. My favourite weird effect: "Reading the words «bye now», will make you BUY now!
  21. 21. Restaurant test "
  22. 22. Restaurant test " • «so long» 
 $32
  23. 23. Restaurant test " • «so long» 
 $32 • «bye now»
 $45.50 (!)
  24. 24. Just because you CAN influence something, does not mean you should. 🚫
  25. 25. Don’t be evil.
  26. 26. What has this got to do with fundraising?
  27. 27. What has this got to do with fundraising? 💰
  28. 28. lazy bastard ⬈
  29. 29. design matters. ⬈
  30. 30. Charity A Charity B
  31. 31. Charity A Charity B
  32. 32. Charity A Charity B 8 %
  33. 33. Charity A Charity B ␡ 8 %
  34. 34. Charity A Charity B ␡ 8 % 2,5 %
  35. 35. Charity A Charity B ␡ 8 % 2,5 % - €36.000
  36. 36. giving threshold leaving threshold Thanks to Mo Syed for this handy diagram! 🚫
  37. 37. giving threshold leaving threshold Thanks to Mo Syed for this handy diagram! 🚫
  38. 38. giving threshold leaving threshold emotional story Thanks to Mo Syed for this handy diagram! 🚫
  39. 39. giving threshold leaving threshold emotional story form hard to find ⬇ Thanks to Mo Syed for this handy diagram! 🚫
  40. 40. giving threshold leaving threshold emotional story form hard to find ⬇ found it! ⬆ Thanks to Mo Syed for this handy diagram! 🚫
  41. 41. 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! 🚫
  42. 42. giving threshold leaving threshold emotional story form hard to find ⬇ found it! ⬆ «why do they want my phone number..?» ⬇ «what’s adress line 2??» ⬇ Thanks to Mo Syed for this handy diagram! 🚫
  43. 43. transaction cost: • attention • clicks • actions what are donors willing to «pay»?
  44. 44. •unnecessary steps •ambiguity REMOVE
  45. 45. leaving threshold giving threshold
  46. 46. If they are thinking about your form, they are not thinking about giving.
  47. 47. ♥ Giving is an emotional decision - not a rational one.
  48. 48. Don’t make me think ♥
  49. 49. Don’t make me think ♥
  50. 50. - Luke Wroblewski «The best forms are invisible» «Web form design «(2008 p.2)
  51. 51. First name Last name Adress Zip code City Cancel OK not bad, right?
  52. 52. Cancel OK First name Last name Adress Zip code City
  53. 53. Cancel OK First name Last name Adress Zip code City adapt field lengths
  54. 54. Cancel OK First name Last name Adress Zip code City
  55. 55. Cancel OK First name Last name Adress Zip code City group fields
  56. 56. Cancel OK First name Last name Adress Zip code City buttons clearly state what they do
  57. 57. Delete Donate First name Last name Adress Zip code City buttons clearly state what they do
  58. 58. DonateDelete First name Last name Adress Zip code City
  59. 59. DonateDelete First name Last name Adress Zip code City clear first choice
  60. 60. Donate Let me throw 
 away all the 
 work I just did First name Last name Adress Zip code City
  61. 61. 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
  62. 62. Donate First name Last name Adress Zip code City
  63. 63. Donate First name Last name Adress Zip code City remove things that hurt more than help
  64. 64. Donate First name Last name Adress Zip code City
  65. 65. Donate First name Last name Adress Zip code City right-align for easy reading and scanning
  66. 66. First name Last name Adress Zip code City Donate
  67. 67. First name Last name Adress Zip code City Donate top-align for mobile
  68. 68. First name Last name Adress Zip code City Donate DON’T DO THIS!
  69. 69. I First name Zip code City Donate Last name
  70. 70. 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
  71. 71. as a conversation think of your forms
  72. 72. • Questions that belong • Understandable questions • Explain why you’re asking • Ask follow-up questions when the task is done. A conversation:
  73. 73. when something is incomplete, it
  74. 74. when something is incomplete, it ..hurts. And that’s the Zeigarnik effect.
  75. 75. 2 am on a work night..
  76. 76. I would like to donate £25 ▾ My name is first name, last name and you can send my receipt to myemail@email.com . monthly ▾ . We will win this fight together, count me in! Give▹ conversational forms
  77. 77. The more choice you have, the less likely you are to buy.
  78. 78. The more choice you have, the less likely you are to buy. The paradox of choice.
  79. 79. what choices can we remove?
  80. 80. Donate!Member! Regular gift! Instagram!Facebook! Twitter! Volunteer!Legacy! Sponsor! Give stuff!Fundraise! Holiday cards! App!Webshop! Newsletter!
  81. 81. Member! Regular gift! Instagram!Facebook! Twitter! Volunteer!Legacy! Sponsor! Give stuff!Fundraise! Holiday cards! App!Webshop! Newsletter! Donate!
  82. 82. NUDGE ▹ SIMPLIFY
  83. 83. annual value of regular donors* *signed up online
  84. 84. 2011 2012 2013 2014 annual value of regular donors* *signed up online
  85. 85. 2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH
  86. 86. 2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH
  87. 87. 2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH
  88. 88. 2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH 847 %
  89. 89. 2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH 847 % 9x increase
  90. 90. «do you live with anyone else who wants to be a member? It is only £6 extra»
  91. 91. ca. 30% «do you live with anyone else who wants to be a member? It is only £6 extra»
  92. 92. we look to others for the «right» answer
  93. 93. we look to others for the «right» answer Social proof / social default bias
  94. 94. the bystander- effect
  95. 95. •what are other people doing? •What’s «normal» here? •Are there any clues?
  96. 96. Don’t make me think defaults USE♥
  97. 97. we rely too much on the first piece of information
  98. 98. we rely too much on the first piece of information Anchoring bias
  99. 99. kind handsome funny jealous stingy
  100. 100. kind handsome funny jealous stingy jealous stingy handsome funny kind
  101. 101. 120 19 5
  102. 102. 5 19 120 120 19 5
  103. 103. £ what amounts you put first really matters ▾ £ ▾
  104. 104. £ what amounts you put first really matters 50 ▾ £ ▾
  105. 105. £ what amounts you put first really matters 50 25 15 5 ▾ £ ▾
  106. 106. £ what amounts you put first really matters 50 25 15 5 ▾ £ 5 ▾
  107. 107. £ what amounts you put first really matters 50 25 15 5 ▾ £ 5 15 25 50 ▾
  108. 108. vs £ 50 25 15 5 ▾ £ 50 £ 25 £ 15 £ 5
  109. 109. The drive to be (and look) consistent
  110. 110. The drive to be (and look) consistent Commitment and consistancy
  111. 111. «I’m the kind of person who..»
  112. 112. This one sometimes hurts us.
  113. 113. REASON
  114. 114. REASONmy REASON
  115. 115. REASON my REASONmy REASON
  116. 116. my REASONmy REASON REASON
  117. 117. my REASONmy REASON
  118. 118. HOW CAN WE USE THIS ethically?
  119. 119. We’d love to hear why you are considering our service!
  120. 120. We’d love to hear why you are considering our service! |
  121. 121. ROI x2 higher
  122. 122. I’m the kind of person who gives?
  123. 123. RESOURCES • Influence - the power of persuasion
 - Robert B. Cialdini • Web Form Design
 - Luke Wroblewski • coglode.com - brain gems for designers
  124. 124. thanks for listening! http://about.me/beatesorum questions?

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