IoF National Convention 2014: From good intentions to more web donations

From good intentions to
more web donations
Beate Sørum @BeateSorum
Digital fundraiser and consultant at b.bold
Ida Aalen @idaAa
Senior interaction designer at Netlife Research

@BeateSorum
@idaAa
#iofnc
bit.ly/iofslides

Agenda
• Improving forms
• Guiding your users
• Using defaults
• Context is key
• Nudging

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

Photo: Flickr-user wippetywu CC-BY

Do i still
want a hot-
dog?
Photo: Flickr-user Angermann CC-BY-SA

To give is an
emotional
decision,
not a
rational one.

Donate
withdrawn coins
Become a
member
Support us

Web shop
Donate
withdrawn coins
Become a
member
Support us

3 simple
ways to
improve
your forms
Slides and resources at
bit.ly/iofslides

First name
Surname
Email address
Phone number
You may contact me for offers
Address
City or town
Postcode
Cancel Submit

First name
Surname
Email address
Phone number
Address
City or town
Postcode
Cancel Become a member

First name
Surname
Email address
Phone number
Address
City or town
Postcode
Cancel Donate now!

First name
Surname
Email address
Phone number
Address
City or town
Postcode
Cancel Sign me up!

First name
Surname
Email address
Phone number
Address
City or town
Postcode
Let me throw away all
the work I just did
Sign me up!

First name
Surname
Email address
Phone number
Address
City or town
Postcode
Sign me up!

First name
Surname
Email address
Phone number
Address
City or town
Postcode
Sign me up!
Optional
Optional

Surname
First name
Address
City or town
Email address
Sign me up!
Postcode
Phone number
Don’t
do this!

Aalen
Ida
|
City or town
Email address
Sign me up!
Postcode
Phone number
Don’t
do this!

Aalen
Ida
First name
Surname
Email address
Phone number
Address
City or town
Postcode
12 Lawn Lane
London
Sign me up!
SW8 1UD
45242412
Optional
Optional

Aalen
Ida
First name
Surname
Phone number
Address
City or town
Postcode
12 Lawn Lane
London
SW8 1UD
Optional
UK phone numbers have 7, 9 or 10 digits. Please try again.
We’re sorry, but we were not able to sign you up.
Please revise the highlighted fields below and try
again.
!
!

Forms that
are coded
right are
• easy to use on all devices
• accessible
• future friendly

|
Ida
First name
Surname
Email address
Phone number
Address
City or town
Postcode
Optional
Optional

Optional
Email address
Sign me up!
Phone number
Postcode
SW8 1UD
|
Optional

OptionalEmail address
|
Phone number
20 7840 1000
Optional

Step 2:
The
database is
not in
charge

Just because your
database has a field for
it, doesn’t mean you
have to ask your users
for it.

Every extra
field in your
form is likely
to lower your
conversion
rate

How many filled out the
form?
With
Without
Source: bit.ly/DanZarellaStats

Phone Street Age
0 %
5 %
10 %
15 %
20 %
How many filled out the
form?
With
Without
Source: bit.ly/DanZarellaStats

bit.ly/ContactFormConversion
From
11 to 4
fields

bit.ly/ContactFormConversion
Submissions
+140%
From
11 to 4
fields

What’s the least
amount of info you
can get by with?

Step 3:
Your form
is a
conversation

Photo: Flickr-user renemensen CC-BY
Donate
now!

Top task survey
“If you’re visiting The Cancer Society’s website, which
five tasks are the most important to you?”

Top task survey
“If you’re visiting The Cancer Society’s website, which
five tasks are the most important to you?”
Participants chose between 79 different tasks.

Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Patient rights
Next of kin advice
Waiting times
Dietary prevention
0 % 1 % 2 % 3 % 4 % 5 % 6 %
Top 25%

Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Patient rights
Next of kin advice
Waiting times
Dietary prevention
0 % 1 % 2 % 3 % 4 % 5 % 6 %
Top 25%
6 out of
79 tasks
have 25% of
the votes

Many users
will never see
any other page

Googled «lung cancer»
Many users
will never see
any other page

Googled «lung cancer»
Saw a link on Facebook about
cancer research
Many users
will never see
any other page

Business
goals
User
tasks
“Lung cancer”

Business
goals
User
tasks
Core pages
“Lung cancer”

2006 2007 2008 2009 2010 2011 2012 2013
Cancer line
conversations

2006 2007 2008 2009 2010 2011 2012 2013
Cancer line
conversations +40%
Launch

Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Donate
Volunteer
Memory gift
Legacy gift
0 % 1 % 2 % 3 % 4 % 5 % 6 %
Top 25%
6 out of
79 tasks
have 25% of
the votes

Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Donate
Volunteer
Memory gift
Legacy gift
0 % 1 % 2 % 3 % 4 % 5 % 6 %
Top 25%
6 out of
79 tasks
have 25% of
the votes
Fundraising-
tasks were on
the bottom of
the list!

Business
goals
User
tasks
Core pages
“Lung cancer”“Donate”

Right context
+ short path
to completion
= action!

Make a
donation
Research
project
Core page Outward path

Using smart
defaults helps
both you and
the user

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 sep 2012 nov 2013 jan 2013 mar 2013 mai 2013 jul 2013 sep 2013 nov 2014 jan
250 NOK
500 NOK
One-off donations
Default 250 NOK

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 sep 2012 nov 2013 jan 2013 mar 2013 mai 2013 jul 2013 sep 2013 nov 2014 jan
250 NOK
500 NOK
One-off donations
Default 250 NOK Default 500 NOK

2011 2012 2013 2014 (so far)
Annual income, regular
donors (web)

2011 2012 2013 2014 (so far)
Annual income, regular
donors (web)
Launch

32%
choose to sign up
another member of
their household

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!
Recurring giftSponsor Member Volunteer
Follow on facebook Subscribe
Order Download app
Join our #instagram competition

Regular
donors
+288%
One time
donations
+198%

Regular
donors
+288%
One time
donations
+198%
Regular
donors sum
+382%

Regular
donors
x4
One time
donations
x3
Regular
donors sum
x5

And
priorities
are
essential
on small
screens

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

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
Never stop improving!

With better forms and
better landing pages,
you’re ready for
everything....

Web donations desktop
Web donations tablet
Web donations phone
Text donations
Cold water challenge

Web donations desktop
Web donations tablet
Web donations phone
Text donations
Cold water challenge
3,5
million NOK
in 2 weeks

Questions?
@BeateSorum or beasorum@gmail.com
@idaAa or ida@netliferesearch.com
@ThordFoss Graphic Designer
@EirikHafver Content Strategist
@WilhelmJA Frontend Developer
@MarteGraberg Web Editor
@SolheimSlind Web Master
Download slides
and resources at
bit.ly/iofslides

IoF National Convention 2014: From good intentions to more web donations

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IoF National Convention 2014: From good intentions to more web donations