The story of UNICEF UK's My Fundraising
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Jeremy Davis, Director at Chameleon, presented alongside Alyrene Rosser, Fundraising Initiatives Manager at UNICEF UK, to Third Sector magazine's Digital Fundraising conference on 23rd May 2012. The presentation tells the story of how a redesign of UNICEF's My Fundraising website managed to increase individual donation levels by 56% and raise £645k in year one.
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The story of UNICEF UK's My Fundraising
- 1. The Story of My Fundraising Jeremy Davis – Director, Chameleon, @jeremy_d Alyrene Rosser - Fundraising Initiatives Manager, UNICEF UK, @AlyreneRosser
- 2. Before redesign - My Fundraising, est. 2007 2
- 3. The Prediction: an improved user experience will increase donations 3
- 4. We identified three key areas for optimisation ... 4
- 5. 1. Emotional Engagement Image courtesy of UNICEF UK 5
- 6. Emotional engagement: fundraising brand 6
- 7. Emotional engagement: integration of appeals 7
- 8. 2. User Journey 8 Image courtesy of p.a.t.r.i.c.k (Flickr)
- 9. User Journey: shopping list 9
- 10. 3. Social integration Image courtesy of linh.ngan (Flickr) 10
- 11. After redesign - fundraise.unicef.org.uk 11
- 12. Individual fundraising page 12
- 13. Engagement 13
- 14. Now with social sharing... 14
- 15. ... and a streamlined donation process 15
- 16. Results: comparison with previous site £39 £25 56% increase in average donation Apr 2010 - Apr 2011 Apr 2011 - Apr 2012 16
- 17. Results: comparison with other sites Branded, highl y personalised experience = higher level of engagement Ave. Donation via Just Giving 2011-12 Ave. Donation via My Fundraising 2011-12 Images courtesy of Images_of_Money & b33god, Flickr 17
- 18. Results Year one fundraising total = 645k 18
- 19. Bonus: Supporter Data 19
- 20. In summary: optimise the user experience 20
- 21. Jeremy Davis Director – Chameleon jeremy.davis@chameleon.eu | www.chameleon.eu Alyrene Rosser Fundraising Initiatives Manager – UNICEF UK alyrener@unicef.org.uk | fundraise.unicef.org.uk Image courtesy of UNICEF UK 21
Notes de l'éditeur
- Average donation = £25 (other online sites £20 or lower) – 2010-11Business case for the first site was: We wouldn’t pay third party commission on donations, we would have full control of the data and we could have it fully UNICEF branded.But by 2011 we felt we could update the site and increase the average donation.... So this time the business case was about investing in optimisation...
- Over to Jeremy ...
- Better Brand alignmentConnection with UNICEF’s work with children- Images matter
- Needed to create a fundraising brand
- Particularly with payment process – analysis and effort here. Example later.e.g. Paypal
- Out of date site – obvious that social would improve things“Post to FB”
- April 2011 launch with email to supporters and banner on main UNICEF website
- Talk about functionality here
- Referrals from FBSoon to add Twitter
- screenshot that shows social sharing functionality
- Need to check that £48 is still the average donation !
- (raised £105k the year before re-design)
- What improvements have been made here?Jez cue to ask Alyrene re. marketing ...We own the data from donors. In the near future we plan to convert these into regular givers, but for now we email them and ask for donations whenever we have a humanitarian emergency appeal. For the East Africa appeal last year, one of these donors gave a huge gift of £5,000.
- Emotional & functional