The document outlines a proposed solution to motivate regular charitable donations called the Bright Funds giving motivation experience. It involves adding features to the Bright Funds platform like incentives, social integration, and competitive crowdfunding to encourage employee engagement and regular donations. User research found people are motivated by direct impact of donations, social recognition, emotional connections to causes, and pragmatic benefits. The proposed experience would include profiles, donation tracking, company stats, challenges, and information on incentives to address these motivations.

1. G I V I N G M O T I VA T I O N E X P E R I E N C E
RICH FULLER
TASNEEM DALAL

2. Giving Motivation Experience
The challenge: To make people donate periodically to causes they believe in.
The solution: The Bright Funds giving motivation experience is a package of additions to the current
Bright Funds platform to motivate users to make donations on a regular basis. It takes advantage of
corporate competitive crowdfunding using incentives and social integration to encourage employee
engagement.

3. P
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4. User Research

5. User Research
Key Findings
Method:
Online survey + in person interview = 65 people
Evidence of donation impact
Social factors
Direct Impact. Incentives.
Tax benefits
Salary percentage
Emotional
Current world events
Specific cause
Company matching
Religion
Opportunities Identified:
Of the 60 people interviewed only one person did not donate. People donated based on various rationals but very few
donated or allocated money for donation spread over a 12 month period.

6. User Research & Affinity map

7. Principles
5 key principles:
Incentives/ what do I get out of it/ Direct Impact?
Evidence of donation impact.
Social recognition.
Emotional connection.
Pragmatic approach.
Motivation strategy approaches:
Lucky - make people realize how fortunate they are comparatively
Give up - if you’re doing something everyday, give up one day and donate that amount
In addition to - instead of giving something up, donate one days worth
Group involvement - Working together as a group to have a greater impact
Incentives - give to get. What’s in it for the individual. Company incentives.
Corporate Competitive Crowdfunding - gamification and social media to boost employee engagement

8. Competitive Analysis
Omaze
Kiva
Global Rich List
Strategy: online charity raffle for a chance
to meet a celebrity or go behind scenes
on a show.
Strategy: microfinance
Strategy: Income calculator
Giving what we can
Strategy: Income calculator
Instead
Strategy: Micro donation = macro
impact. Give up something small
and donate that amount.
Rich list, UK
Strategy: Income calculator. Make
people realize how a small amount
can make a difference.

9. Competitive Analysis
Microsoft
Strategy: 65% employees are involved in
the community.
Benevity
Strategy: A for profit company which helps
companies to make a difference while
achieving greater business impacts from
their cause.
Truist
Strategy: customizable web based
corporate philantrophy platform.
Further Reading...
http://www.triplepundit.com/2013/07/unrealized-potentialworkplace-giving/
http://givingpartner.charity.org/sites/default/files/documents/
Campaign%20Manager%20Best%20Practices%20in%20WPG
%20FINAL.pdf
http://online.wsj.com/news/articles/
SB10001424127887324009304579041231971683854
http://nonprofit.about.com/od/fundraising/fr/The-Science-OfGiving-A-Review.htm
http://www.theguardian.com/voluntary-sector-network/2013/feb/
06/charities-encourage-giving
JK Group
Causecast
Strategy: Provides services for corporate
social responsibility
Strategy: Competitive corporate
crowdfunding
http://freakonomics.com/2013/10/10/how-to-raise-money-withoutkilling-a-kitten-a-new-freakonomics-radio-podcast/
http://www.npr.org/blogs/money/2013/08/23/214210692/thecharity-that-just-gives-money-to-poor-people

10. Personas
Allen Turner
“I might give if there are practical reasons like
company matching, incentives and tax benefits.”
Motivations:
simple living, practical and analytical approach to life decisions
enjoys spending some money on technical gadgets, car, gaming and computer equipment
Age: 25
Marital Status: Single
Company: Zen Payroll
Job: Software engineer, $120 K
Drivers:
emotional
Allen is a software engineer at LinkedIn with some disposable income. His workplace recently
signed up with Bright funds and an account has been set up for him. He opens his account
and is willing to donate since his company supports some organizations and matches the
donation amount.
Pain points:
practical
Has no idea where his money is going and how it’s allocated
Lack of trust in charitable organizations and how they’ll use the money
No knowledge about company matching policy and tax benefits
idealist
pragmatic
What’s in it for me?

11. Personas
Jennifer Stevens
“I want the world to be a better place for my kids
so I’d give to causes I connect with emotionally.”
Motivations:
connecting with people socially
spending time with family
Age: 34
28 - Male - Sof tware
Married with two kidsDeveloper
Company: Genentech
Job: Sales Rep, $140 K
Drivers:
Jennifer is a mother of two and started her new job recently with Genentech as a sales rep.
She donates 3-6 times a year to support her friends and family for specific causes such as
breast cancer and speech Apraxia which she has an emotional connection to. Genentech has
an account with Bright funds where she can support a diverse group of highly effective nonprofits where she can keep track of her donations and be consistent.
Pain points:
emotional
practical
Not motivated to give if she cannot see the impact of her donation
Wants to make a difference but isn’t sure her amount will have an impact
idealist
pragmatic
Is motivated to give but wants to get others involved, make it social

12. D E S I G N
S P E C I F I C A T I O N

13. Concept Model

14. User flow
Company
signup
Create
incentives
Individual
profile
Incentives
information
Company
giving stats
Employee
signup
Onboarding
experience

15. Site Map
DASHBOARD
WORKPLACE GIVING
PERSONAL GIVING
EMPLOYEE/ PERSONAL PROFILE
COMPANY PROFILE
DONATE STRATEGY
YOUR IMPACT
ADMIN SETUP
YOUR FUNDS
YOUR ORGANIZATIONS
FIND CAUSES AND
ORGANIZATIONS
RECORD OUTSIDE GIVING
INVESTMENT AND TAX
HISTORY
RECURRING PAYMENT SETUP
CONTACT US
YOUR WORKPLACE STATS
COMPANY INCENTIVES
GIVING AND VOLUNTEER
INCENTIVES
FUNDRAISING
CHALLENGE
EXISTING PAGES OF WEBSITE
NEW PAGES ADDED TO WEBSITE

16. Design Iteration

17. User Testing
Method:
Early paper prototype testing to validate concept, and low fidelity
prototype testing.
Usability Findings
-Interactive map interaction improvements
-CTAs for donating and joining challenges could stand out more visually
Opportunities Identified:
-Users wanted to see more location data of their donation impact
-More evidence of company collaboration in various sections
-Social [pressure] to encourage engagement

18. Key Screens
1
http://share.axure.com/ODZ8OA
2
1
Company branding addition
2
CTA with company matching
reminder.
3
Navigation sections
4
Interactive global reach map
3
4

19. Key Screens
http://share.axure.com/ODZ8OA
1
Company statistics
2
3
Global Reach for company
4

20. Key Screens
1
http://share.axure.com/ODZ8OA
1
Giving challenge statistics
2
Challenge details section
3
Join challenge CTA
2
3

21. Key Screens
http://share.axure.com/ODZ8OA
1
Animated infographic
2
Company incentive details
3
Donate CTA
1
2
3

22. NEXT STEPS:
1. WORK OUT A FLOW FROM THE ADMINISTRATIVE SIDE TO ENTER INFORMATION ON THE INCENTIVES AND
FUNDRAISING CHALLENGE.
2. EMPLOYEE TO BE ABLE TO SUGGEST A CHALLENGE.
3. CREATE A CATALOGUE OF INCENTIVES.
4. INTERNAL TEAMS IN A COMPANY BEING ABLE TO SET UP A GAME/ CHALLENGE TO PLAY AGAINST EACH OTHER AND
THE MONEY TO BE DONATED TO CHARITY.
5. SET UP VOLUNTEERING PROGRAMS.
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RICH FULLER
TASNEEM DALAL