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UKUPA May 2011 Event: JustGiving - 7 interesting things about UX and charities, fundraisers and donors
The document presents seven key insights for charities, fundraisers, and donors focusing on improving engagement and fundraising effectiveness. Key points include the importance of user feedback, utilizing personal stories, leveraging social obligation as a motivator, and the necessity of adapting to the changing nature of generosity in fundraising. The insights emphasize experimentation, community involvement, and creating platforms that let supporters express their generosity comfortably.
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UKUPA May 2011 Event: JustGiving - 7 interesting things about UX and charities, fundraisers and donors
- 1. Seven / Ten interestinginsights Charities, fundraisers & donors
- 2. We are theUX & 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 sofar... 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 near2 years to find the thing that worked Try something, measure it, try something else
- 7. 2. Prioritise userfeedback
- 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 personalstories rather than organisational ones http://www.justgiving.com/tea-birds
- 10. This is themost valuable data on our website Use personal stories rather than organisational ones
- 11. Charities understand thistoo http://www.sightsavers.org/ http://www.oxfam.org.uk/ http://www.nspcc.org.uk/
- 12. Chuggers (aka charitymuggers) Use personal stories rather than organisational ones http://www.flickr.com/photos/7802947@N02/5656054207/
- 13. Share personal storiesin a personal way Use personal stories rather than organisational ones
- 14. 4. Social obligationis a great motivator http://www.flickr.com/photos/ausnahmezustand/4752989186/
- 15. It’s a bigask... 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 bigask... 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 isgenerally 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 peopledemonstrate their generosity http://www.flickr.com/photos/krislitman/493626935/
- 20. People want toshow their support for causes Let people demonstrate their generosity
- 21. But they don’twant 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 RichardHammond Let people demonstrate their generosity
- 23. The message isas important as the donation Let people demonstrate their generosity
- 24. 6. Understand charitiesand get them involved http://www.flickr.com/photos/howardlake/4995038929
- 25. 7. Engage peopleon their terms
- 26. Engage people ontheir terms
- 27. The growth ofmobile 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 worksamazing 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