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Seven
 /
Ten interesting insights
Charities, fundraisers & donors
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
The story so far...


     13m+
     have helped
      over 8000
       charities




        over

    £800m
      raised
1. Try something, measure it, try something
else




                            http://www.flickr.com/photos/7802947@N02/5026337056/
JustGiving c. 2001


                     We tried many things
                     • Being a ‘portal’
                     • Payroll Giving
                     • Direct donations
                     • In memory
                     microsites




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




                               Try something, measure it, try something else
2. Prioritise user feedback
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
3. Use personal stories rather than
   organisational ones




                                      http://www.justgiving.com/tea-birds
This is the most valuable data on our website




                         Use personal stories rather than organisational ones
Charities understand this too




                                http://www.sightsavers.org/
                                http://www.oxfam.org.uk/
                                http://www.nspcc.org.uk/
Chuggers (aka charity muggers)




                        Use personal stories rather than organisational ones
                          http://www.flickr.com/photos/7802947@N02/5656054207/
Share personal stories in a personal way




                       Use personal stories rather than organisational ones
4. Social obligation is a great motivator




                             http://www.flickr.com/photos/ausnahmezustand/4752989186/
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
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
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
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
5. Let people demonstrate their generosity




                             http://www.flickr.com/photos/krislitman/493626935/
People want to show their support for causes




                               Let people demonstrate their generosity
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
Fundraising for Richard Hammond




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




                              Let people demonstrate their generosity
6. Understand charities and get them involved




                             http://www.flickr.com/photos/howardlake/4995038929
7. Engage people on their terms
Engage people on their terms
The growth of mobile




             Mobile as a percentage of traffic on JustGiving.com

                                                Engage people on their terms
Generosity is changing




    ...it’s becoming more spontaneous, flexible & in the moment

                                 ...the challenge is to keep up.



                                              Engage people on their terms
When it works amazing things happen




                           http://www.justgiving.com/Save-Joeys-Life
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

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UKUPA May 2011 Event: JustGiving - 7 interesting things about UX and charities, fundraisers and donors

  • 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
  • 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