How to fix your website to get more donations - french fundraising conference

@BeateSorum http://about.me/beatesorum
FROM GOOD
INTENTIONS
TO MORE
DONATIONS

about.me/BeateSorumabout.me/BeateSorum
@BeateSorum
♥Internet

• Finance research
• Cancer care
• Prevention
• Advocacy
• Information
• Fighting cancer globally
Norwegian Cancer Society

«If you have decided to give,
surely you will do that even
if the form is a bit long»

«If you have decided to give,
surely you will do that even
if the form is a bit long»
Wrong!

Slide by Netlife Research / @idaaa

Foto: Flickr-user wippetywu CC-BY

Foto: Flickr-user Angermann CC-BY-SA

Do i REALLY want
a hot-dog?
Foto: Flickr-user Angermann CC-BY-SA

Making a  
donation is usually
an emotional
decision - not a
rational one.

People have gone
from meaning well
to doing well.

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

Why do we
have a
website?

Website goals

1. Ensure support for patients and next of kind
Website goals

2. Increase knowlegde about cancer and prevention
Website goals

3. More people using our services, online
Website goals

4. Improve the NCS reputation
• (Hereunder raising more money and recruiting more members)
Website goals

4. Improve the NCS reputation
• (Hereunder raising more money and recruiting more members)
Website goals
Grumpy fundraiser!

What do the
users want?

0% 1% 2% 3% 4% 5% 6%
Treatment
Symptoms
Prevention
Cancer forms
Latest research
Choosing a hospital
Patient rights
Next of kin, advice
Waiting time
Dietary prevention
6 of 79
tasks = 25
% of votes
Source:Top task analysis done by Netlife Research

0% 1% 2% 3% 4% 5% 6%
Treatment
Symptoms
Prevention
Cancer forms
Latest research
Choosing a hospital
Donate
Volunteer
In memoriam
Legacy
Fundraising
at the
bottom of
the list :(
Source:Top task analysis done by Netlife Research

User
tasks
Business
goals
«The Core Model», by Netlife Research

User
tasks
Core pages
Business
goals

User
tasks
Core pages
«Lung cancer»
Business
goals

User
tasks
Core pages
«Lung cancer»«Donate»
Business
goals

Home page
Source: @IdaAa at Netlife Research

Home page

A lot of
users never
see any
other page

Googled
A lot of
users never
see any
other page

Googled
Facebook
A lot of
users never
see any
other page

?
?Googled
Facebook
A lot of
users never
see any
other page

@BeateSorum http://about.me/beatesorum«The Core Model», by Netlife Research

All the cred to
these guys!

Mobile first
forces you
to make
priorities

@BeateSorum http://about.me/beatesorumSketches and prototypes by Netlife Research

Only
real
content
Sketches and prototypes by Netlife Research

lung
cancer
Googled
Blog
post
Facebook

Chat
with
nurse
lung
cancer
Googled
Blog
post
Facebook

Chat
with
nurse
lung
cancer
Googled
Blog
post
Facebook
Goal 1:  
Support

Chat
with
nurse
lung
cancer
Googled
DonateBlog
post
Facebook
Goal 1:  
Support

Chat
with
nurse
lung
cancer
Googled
DonateBlog
post
Facebook
Goal 1:  
Support
Goal 4:  
Reputation

New
governance
model

The five questions

The five questions
1. Who is the target audience for this content?

The five questions
2. What is the user need/task?

The five questions
3. What business goal does this cover?

The five questions
4. How will the content be found and used?
(describe a user case)

The five questions
4. How will the content be found and used?
(describe a user case)
5. Why is the website the right channel for this
content?

An overall much better
website, that lets users do
what they came for first -
which is a big contributor to
more donations.

https://www.youtube.com/watch?v=3Sk7cOqB9Dk

- Luke Wroblewski  
Web Form Design (2008)
«THE BEST FORMS
ARE INVISIBLE»

FORMS THAT ARE
EASY TO UNDERSTAND

First name
Last name
Adress
Zip code
City
Reset Submit
We can improve this form!

First name
Last name
Adress
Zip code
City
Reset Submit
Field length should hint of content

First name
Last name
Adress
Zip code
City
Reset Submit
Group fields that belong together

First name
Last name
Adress
Zip code
City
Delete Donate
Buttons must say what they actually do

First name
Last name
Adress
Zip code
City
Donate >
Preferred action should be prominent
Delete

First name
Last name
Adress
Zip code
City
Donate >
Remove buttons that hurt more than help
Let me throw
away all the
work I just did

First name
Last name
Adress
Zip code
City
Donate >
Remove buttons that hurt more than help

First name
Last name
Adress
Zip code
City
Donate >
Right-align for easy scanning 
and reading

First name
Last name
Adress
Zip code
City
Donate >

Donate >
First name
Last name
Adress
Zip code
City

Donate >
First name
Last name
Zip code
City
|

Donate >
First name
Last name
Zip code
City
Don’t EVER do this!
|

First name
Last name
Adress
A zip code can only  
have 5 digits
Zip code
Clearly show what went wrong, and
how to fix it
There is an error. Please correct the
highlighted field below.!
!

DON’T ASK FOR MORE
THAN NECESSARY

by-nc-sa/2.0/
ﬂickr.com/photos/jasonpearce/29251002/

Just because the
database has a
field for it,
doesn’t mean
you have to ask
for it.
by-nc-sa/2.0/
ﬂickr.com/photos/jasonpearce/29251002/

What’s the
least amount
you can get
away with?

Twice as
many ﬁlled in
the form

From 11 to 4
ﬁelds - 160%
increase in
contacts

Every extra input field
damages your conversions.

Don’t ask
what you can
get rid off.
Ask what you
need.

MAKE ME WANT TO
FILL OUT THE FORM

- Luke Wroblewski  
Web Form Design (2008 p.28)
«THINK OF FORMS AS
A CONVERSATION»

Foto: Flickr-bruker Lancastrian CC-BY-SA
What kind of
conversation
do we want?

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

• Explain why you need to know what
you are asking about
• Follow-up questions are best asked
after the form has been sent

MAKE SURE IT
WORKS

Make sure it works

• A/B-testing
Make sure it works

• A/B-testing
• User testing
Make sure it works

• A/B-testing
• User testing
• Funnel-analysis
Make sure it works

• A/B-testing
• User testing
• Funnel-analysis
• Talk to customer service
Make sure it works

Forms=good.
Now what?

The
paradox of
choice

The idea that
more choices
actually lead to
fewer actions.
The
paradox of
choice

Donate now!Recurring giftSponsor a child
Become a
member
Volunteer
Follow us on Facebook Subscribe to newsletter
Order brochure Download app
Join our #Instagram competition

Donate now!
RecurringSponsor Member Volunteer
Follow on facebook Subscribe
Order Download app
Join our #instagram competition

One-off
donations
+198%
New regular
donors
+288%

One-off
donations
+198%
New regular
donors
+288%
Annual value
new regular
donors
+382%

about.me/BeateSorum
Text donations
53 %
Web donations
phone
16 %
Web donations
tablet
6 %
Web donations
desktop
25 %
Even more important on small screens
Cold Water  
Challenge

Christmas appeal

Christmas appeal
15%

Christmas appeal
15% 17%

Christmas appeal
15% 17% 10%

Context is more important than device
Member
recruitment
from
Facebook

2,5%
Member
recruitment
from
Facebook

2,5%
6,5%
Member
recruitment
from
Facebook

2,5%
6,5% 7,3%
Member
recruitment
from
Facebook

Means we can
create dedicated
landing pages
Portable
forms

Annual value of new regular donors

2011 2012 2013 2014 (May)

2011 2012 2013 2014 (May)
Launch  
September

Never under-estimate defaults!

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

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

about.me/
beatesorum

How to fix your website to get more donations - french fundraising conference

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How to fix your website to get more donations - french fundraising conference