From Good Intentions to More Web Donations

From good intentions
to more web donations
AFP Toronto Congress
#AFPcongress - @BeateSorum
© Beate Sørum 2014

«I have decided to give, and I
will do so even if this form is
a bit incomprehensible and
it takes me all afternoon»
– no donor, ever.

Todays agenda
‣ Form design best practice
‣ Guiding your users
‣ Defaults and priorities
#AFPcongress
@BeateSorum

«Do I really want
a hot dog..?»

♥Giving is an
emotional
decision - not a
rational one.

«help out»-menu
Become a member

«help out»-menu
Become a member
Webshop

«help out»-menu
Become a member
Webshop
Donate withdrawn
coins

has not
changed
can
highlight
current
events

Don’t
make me
think
♥ ✚

Slides:
bit.ly/
donationformsrule

«The best forms
are invisible»
- Luke Wroblewski
«Web form design «(2008 p.2)

Looks good, right?
First name
Last name
Adress
Zip code
City
Cancel OK

Looks good, right? do better!
First name
Last name
Adress
Zip code
City
Cancel OK
we can

Cancel OK
First name
Last name
Adress
Zip code
City

Cancel OK
First name
Last name
Adress
Zip code
City
adapt
field
lengths

Cancel OK
First name
Last name
Adress
Zip code
City
group
fields

Cancel OK
First name
Last name
Adress
Zip code
City
buttons
clearly state
what they
do

Delete Donate
First name
Last name
Adress
Zip code
City
buttons
clearly state
what they
do

Delete Donate
First name
Last name
Adress
Zip code
City

Delete Donate
First name
Last name
Adress
Zip code
City
clear
first
choice

First name
Last name
Donate Let me throw
away all the
work I just did
Adress
Zip code
City

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

Donate
First name
Last name
Adress
Zip code
City

Donate
First name
Last name
Adress
Zip code
City
remove
things that
hurt more
than help

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

First name
Last name
Adress
Zip code
City
Donate

First name
Last name
Adress
Zip code
City
Donate
top-align
for mobile

First name
Last name
Adress
Zip code
City
Donate
DON’T
EVER DO
THIS!!

First name
Last name
I
Zip code
City
Donate
DON’T
EVER DO
THIS!!

clearly
state what
went wrong &
how to fix
There is an error. Please correct the
! highlighted field below.
A zip code has 5 digits
First name
Last name
Adress
Zip code
!
City
Donate

THE DATABASE IS
NOT in charge!

«Address line 1»
«Address line 2»

Just because your
database has a field
for it, does not mean
you have to ask for it.

Every extra field
in your form hurts
your donations.

http://bit.ly/ContactFormConversion

From 11 to 4 fields
Submissions up 140%
http://bit.ly/ContactFormConversion

WHAT’S THE
LEAST YOU CAN
GET AWAY WITH?
*google translated form. Please don’t blame me for bad grammar.

as a
conversation
think of your
forms

A conversation:
• Questions that belong
• Understandable questions
• Explain why you’re asking
• Ask follow-up questions when the
task is done.

Photo: Flickr-user renemensen CC-BY
donate

DONATE
NOW blablablablablablablablablablabla
blablablablablablablablablablabla

we have to guide
our users. ☛

what are our business
goals?
✚

business goals
1. Fewer people should get cancer
2. More of those who do, should
survive
3. Those who have to live with
cancer should have a better life

web page goals
1. A better life for patients and next of kin.
2. Increase knowledge of cancer and
prevention.
3. More people using our programs
4. Improve the Cancer Society’s position
and reputation

the internet is a pull medium
sender message receiver

the internet is a pull medium
sender message receiver
what you want is less important

- Cancer treatments
- Symptoms
- Preventing cancer
- Cancer forms
- Latest research
- Choosing a hospital
THESE 6
HAD 25% OF
THE VOTES
*Norwegian Cancer Society,
Customer CareWords survey.

- …
- …
- …
- …
- …
- …
- …
- …
- …
- …
- …
- give money!

Facebook,
research
Googled lung cancer

CORE PAGES
business goals user needs
«The core model», developed by awesome UX agency Netlife Resarch

Googled lung cancer Talk to someone
on the help line

Facebook,
research
Would you like to
support the
ongoing research?

core page path forward
research
project
business goal:
inform about research
user need:
read latest research

core page
research
project
path forward
make a
donation
business goal:
inform about research
user need:
read latest research

right CONTEXT
+ short PATH
to completion =action

cancer line conversations
average + 40
%
2006 2007 2008 2009 2010 2011 2012 2013

DONATE
NOW

GIVE NOW?
20 euros from Beate
donate

GIVE NOW?
20 euros from Beate
donate
✃

*all the feels*

*all the feels*
GIVE NOW?
20 euros from Beate
donate

Member! Donate! Regular gift!
Facebook! Instagram! Twitter!
Legacy! Volunteer! Sponsor!
Fundraise! Give stuff! Holiday cards!
Webshop! App! Newsletter!

Donate!
Member! Regular gift!
Facebook! Instagram! Twitter!
Legacy! Volunteer! Sponsor!
Fundraise! Give stuff! Holiday cards!
Webshop! App! Newsletter!

Don’t
make me
think
defaults USE
♥

annual
value of
regular
donors*
*signed up online

annual
value of
regular
donors*
2011 2012 2013 2014 (October)
*signed up online

annual
value of
regular
donors*
LAUNCH
2011 2012 2013 2014 (October)
*signed up online

annual
value of
regular
donors*
LAUNCH
2011 2012 2013 2014 (October)
*signed up online
5x
increase

«do you live with
anyone else who
wants to be a
member? It is
only $12 extra»

«do you live with
anyone else who
wants to be a
member? It is
only $12 extra»
ca.
30%

conversions,
christmas appeal

conversions,
christmas appeal
15%

conversions,
christmas appeal
15% 17%

conversions,
christmas appeal
15% 17% 10%

recruiting members
from facebook
* conversion rates

recruiting members
from facebook
10%
* conversion rates

recruiting members
from facebook
10%
5,2%
* conversion rates

recruiting members
from facebook
10%
5,2% 6,8%
* conversion rates

recruiting members
from facebook
49
* conversion rates

recruiting members
from facebook
49
69
* conversion rates

recruiting members
from facebook
49
69 170
* conversion rates

CONTEXT
is more important than
GADGET

More donations:
• Design (and code) your forms right
• Fewer fields are better
• Context is king
• Nudge
• Tell your users what you need
• Be device agnostic

thanks for listening!
questions?
http://bit.ly/donationformsrule
http://about.me/beatesorum

From Good Intentions to More Web Donations

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