How the Norwegian Cancer Society doubled its online income. Presentation at the spanish fundraising conference september 2013 (#congresoaefr), organised by Asociación Española de Fundraising. The presentation tells the story of how the Norwegian Cancer Society doubled its online income by thorough focus on interaction design on the new website.

1. @BeateSorum http://about.me/beatesorum
FROM GOOD
INTENTIONS
TO MORE
DONATIONS
mandag 30. september 13

2. @BeateSorum http://about.me/beatesorum
«If you have decided to give,
surely you will do that even
if the form is a bit long»
mandag 30. september 13

3. Foto: Flickr-user wippetywu CC-BY
Slide by Netlife Research / @idaaa
mandag 30. september 13

4. Do i still want a
hot-dog?
Foto: Flickr-user Angermann CC-BY-SA
Slide by Netlife Research / @idaaa
mandag 30. september 13

5. @BeateSorum http://about.me/beatesorum
Making a donation is usually
an emotional decision - not a
rational one.
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6. @BeateSorum http://about.me/beatesorum
People have gone from
meaning well, to doing well.
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7. @BeateSorum http://about.me/beatesorum
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8. @BeateSorum http://about.me/beatesorum
The new Cancer Society
website was A Big Deal
• 6 year old website
• 6 year old back-end
• 6 year old editorial structure
• Innumeral stakeholders
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9. @BeateSorum http://about.me/beatesorum
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10. @BeateSorum http://about.me/beatesorum
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11. @BeateSorum http://about.me/beatesorum
We had to start with the
basics - what do we want a
website for?
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12. 1. Ensure support for patients and next of kind
2. Increase knowlegde about cancer and prevention
3. More people using our services, online
4. Improve the NCS reputation
• (Hereunder raising more money and recruiting more members)
@BeateSorum http://about.me/beatesorum
Website goals
mandag 30. september 13

13. @BeateSorum http://about.me/beatesorum
Slide by Netlife Research / @idaaa
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14. @BeateSorum http://about.me/beatesorum
Mobile first Content first
Slide by Netlife Research / @idaaa
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15. @BeateSorum http://about.me/beatesorum
New
governance
model
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16. @BeateSorum http://about.me/beatesorum
An overall much better
website, that lets users do
what they came for first -
which is a big contributor to
more donations.
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17. Video: Google Analytics In Real Life - Online Checkout -YouTube
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18. @BeateSorum http://about.me/beatesorum
- Luke Wroblewski
Web Form Design (2008 p.2)
«THE BEST FORMS ARE
INVISIBLE»
Slide by Netlife Research / @idaaa
mandag 30. september 13

19. @BeateSorum http://about.me/beatesorum
Step 1
Slide by Netlife Research / @idaaa
FORMS THAT ARE EASY
TO UNDERSTAND
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20. Fornavn
Etternavn
Adresse
Postnummer
Poststed
OKReset
How can we
improve this form?
First name
Last name
Adress
Zip code
City
Slide by Netlife Research / @idaaa
mandag 30. september 13

21. Fornavn
Etternavn
Adresse
Postnummer
Poststed
OKReset
Length of input
field hints about
the content
First name
Last name
Adress
Zip code
City
Slide by Netlife Research / @idaaa
mandag 30. september 13

22. Fornavn
Etternavn
Adresse
Postnummer
Poststed
OKReset
Fields that
belong together
are grouped
closer together
First name
Last name
Adress
Zip code
City
Slide by Netlife Research / @idaaa
mandag 30. september 13

23. Fornavn
Etternavn
Adresse
Postnummer
Poststed
LagreAvbryt
First name
Last name
Adress
Zip code
City
Buttons clearly
state what they do
Cancel Save
Slide by Netlife Research / @idaaa
mandag 30. september 13

24. Fornavn
Etternavn
Adresse
Postnummer
Poststed
Lagreavbryt
Fornavn
Etternavn
Adresse
Postnummer
Poststed
Lagreavbryt
First name
Last name
Adress
Zip code
City
Save
Slide by Netlife Research / @idaaa
Remove buttons
that hurt more
than help
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25. Fornavn
Etternavn
Adresse
Postnummer
Poststed
Lagre
Obligatorisk
Obligatorisk
avbryt
Error messages must
clearly indicate which
field is affected, and
what the error is
First name
Last name
Mandatory
Mandatory
Adress
Zip code
City
Save
Slide by Netlife Research / @idaaa
mandag 30. september 13

26. @BeateSorum http://about.me/beatesorum
Step 2
Slide by Netlife Research / @idaaa
DON’T ASK FOR MORE
THAN NECESSARY
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27. Database'
Tabell'
Kolonne'
System'
Skjema'
Applikasjon'
Felt'
Grensesni8'
Don’t turn your
database inside out
towards the user
Table
Column
Application
Form
Field
Interface
Slide by Netlife Research / @idaaa
mandag 30. september 13

28. @BeateSorum http://about.me/beatesorum
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29. @BeateSorum http://about.me/beatesorum
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30. mandag 30. september 13

31. Twice as
many filled in
the form
Slide by Netlife Research / @idaaa
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32. From 11 to 4
fields - 160%
increase in
contacts
Slide by Netlife Research / @idaaa
mandag 30. september 13

33. @BeateSorum http://about.me/beatesorum
Every extra input field
damages your conversions.
Slide by Netlife Research / @idaaa
mandag 30. september 13

34. @BeateSorum http://about.me/beatesorum
Step 3
Slide by Netlife Research / @idaaa
MAKE ME WANT TO FILL
OUT THE FORM
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35. @BeateSorum http://about.me/beatesorum
- Luke Wroblewski
Web Form Design (2008 p.28)
«THINK OF FORMS AS A
CONVERSATION»
Slide by Netlife Research / @idaaa
mandag 30. september 13

36. Foto: Flickr-bruker Lancastrian CC-BY-SA
But what kind
of conversation
do we want?
Slide by Netlife Research / @idaaa
mandag 30. september 13

37. @BeateSorum http://about.me/beatesorum
Forms as a conversation
• The questions should be a natural
part of the conversation
• If you ask understandable
questions, you will get answers
• Explain why you need to know what
you are asking about
• Follow-up questions are best asked
after the form has been sent
Slide by Netlife Research / @idaaa
mandag 30. september 13

38. @BeateSorum http://about.me/beatesorum
«I want to give
[amount] to cancer
research»
(friendly) micro copy
«Best
regards»
«My email-adress is»
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39. @BeateSorum http://about.me/beatesorum
Step 4
Slide by Netlife Research / @idaaa
MAKE SURE IT WORKS
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40. Family membership
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41. Slide by Netlife Research / @idaaa
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42. @BeateSorum http://about.me/beatesorum
• A/B-testing
• User testing
• Funnel-analysis
• Talk to customer service
Make sure it works
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43. Always, always work on conversions
Conversion
rate Traffic
Number of
sales
Av. pr sale Total sales ROI
Now 2 % 1 mill 20000 100 2 mill -
Buy traffic 2 % 1,1 mill 22000 100 2,2 mill 100 %
Optimize -
low 2,1 % 1 mill 21000 100 2,1 mill 0 %
Optimize -
medium 2,5 % 1 mill 25000 100 2,5 mill 400 %
Optimize -
high 4 % 1 mill 40000 100 4 mill 1900 %
#IF2013 @BeateSorum http://about.me/beatesorum
From Netlife Research
mandag 30. september 13

44. Always, always work on conversions
Conversion
rate Traffic
Number of
sales
Av. pr sale Total sales ROI
Now 2 % 1 mill 20000 100 2 mill -
Buy traffic 2 % 1,1 mill 22000 100 2,2 mill 100 %
Optimize -
low 2,1 % 1 mill 21000 100 2,1 mill 0 %
Optimize -
medium 2,5 % 1 mill 25000 100 2,5 mill 400 %
Optimize -
high 4 % 1 mill 40000 100 4 mill 1900 %
#IF2013 @BeateSorum http://about.me/beatesorum
Why are
charities so
unwilling to
spend money
on this?
From Netlife Research
mandag 30. september 13

45. @BeateSorum http://about.me/beatesorum
What besides
the forms?
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46. @BeateSorum http://about.me/beatesorum
The idea that
more choices
actually lead to
fewer actions.
The
paradox of
choice
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47. Donate now!Recurring gift
Sponsor a
child
Become a
member
Volunteer
Follow us on Facebook Subscribe to newsletter
Order brochure Download app
Join our #Instagram competition
mandag 30. september 13

48. Donate now!
RecurringSponsor Member Volunteer
Follow on facebook Subscribe
Order Download app
Join our #instagram competition
mandag 30. september 13

49. mandag 30. september 13

50. mandag 30. september 13

51. @BeateSorum http://about.me/beatesorum
Means we can
create dedicated
landing pages
Portable
forms
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52. @BeateSorum http://about.me/beatesorum
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53. @BeateSorum http://about.me/beatesorum
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54. @BeateSorum http://about.me/beatesorum
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55. @BeateSorum http://about.me/beatesorum
RESULTS SO FAR
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56. @BeateSorum http://about.me/beatesorum
+88 %RECURRING GIFTS
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57. (monthly vs one-off)
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58. @BeateSorum http://about.me/beatesorum
+72,8 %TOTAL GIVEN IN ONE-
OFF DONATIONS
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59. @BeateSorum http://about.me/beatesorum
+ 70 %NUMBER OF ONE-OFF
DONATIONS
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60. mandag 30. september 13

61. mandag 30. september 13

62. mandag 30. september 13

63. @BeateSorum http://about.me/beatesorum
165%(8,5%)
NEW MEMBERS
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64. @BeateSorum http://about.me/beatesorum
Why are
members
increasing, when
they are less
prominent?
• Dedicated landing pages
• «No-one» comes from the
front page
• Becoming a member is a
dedicated act - you’re
willing to look for your
option.
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65. @BeateSorum http://about.me/beatesorum
+ 20
NOK
(so far)
AVERAGE DONATION
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66. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug
250 kr
500 kr Default changed from
250 NOK to 500 NOK
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67. @BeateSorum http://about.me/beatesorum
Recurring gifts + 88 %
Total in one-offs + 72,8 %
Nr of one-offs + 70 %
Members + 165 %
Avg. donation + 20 NOK
mandag 30. september 13

68. @BeateSorum http://about.me/beatesorum
Recurring gifts + 88 %
Total in one-offs + 72,8 %
Nr of one-offs + 70 %
Members + 165 %
Avg. donation + 20 NOK
= Yay :D
..but we’re not done :)
mandag 30. september 13

69. @BeateSorum http://about.me/beatesorum
about.me/
beatesorum
mandag 30. september 13