G I V I N G M O T I VA T I O N E X P E R I E N C E RICH FULLERTASNEEM DALAL

The solution: The Bright Funds giving motivation experience is a package of additions to the current Bright Funds platform to motivate users to make donations on a regular basis. It takes advantage of corporate competitive crowdfunding using incentives and social integration to encourage employee engagement.

Giving Motivation ExperienceThe challenge: To make people donate periodically to causes they believe in.

P L A N N I N G

User Research

User Research

Online survey + in person interview = 65 people

Of the 60 people interviewed only one person did not donate. People donated based on various rationals but very fewdonated or allocated money for donation spread over a 12 month period.

Key Findings

Emotional

Evidence of donation impactSocial factors

Company matching

Specific causeTax benefits

Salary percentage

ReligionCurrent world events

Direct Impact. Incentives.

Method:

Opportunities Identified:

User Research & Affinity map

Principles

Incentives/ what do I get out of it/ Direct Impact?

Evidence of donation impact.

Social recognition.

Emotional connection.

Pragmatic approach.

5 key principles:

Motivation strategy approaches:Lucky - make people realize how fortunate they are comparatively

Give up - if you’re doing something everyday, give up one day and donate that amount

In addition to - instead of giving something up, donate one days worth

Group involvement - Working together as a group to have a greater impact

Incentives - give to get. What’s in it for the individual. Company incentives.

Corporate Competitive Crowdfunding - gamification and social media to boost employee engagement

OmazeStrategy: online charity raffle for a chance to meet a celebrity or go behind scenes on a show.

KivaStrategy: microfinance

Global Rich ListStrategy: Income calculator

Giving what we canStrategy: Income calculator

InsteadStrategy: Micro donation = macro impact. Give up something small and donate that amount.

Rich list, UKStrategy: Income calculator. Make people realize how a small amount can make a difference.

Competitive Analysis

MicrosoftStrategy: 65% employees are involved in the community.

BenevityStrategy: A for profit company which helps companies to make a difference while achieving greater business impacts from their cause.

TruistStrategy: customizable web based corporate philantrophy platform.

JK GroupStrategy: Provides services for corporate social responsibility

CausecastStrategy: Competitive corporate crowdfunding

http://www.triplepundit.com/2013/07/unrealized-potential-workplace-giving/

http://givingpartner.charity.org/sites/default/files/documents/Campaign%20Manager%20Best%20Practices%20in%20WPG%20FINAL.pdf

http://online.wsj.com/news/articles/SB10001424127887324009304579041231971683854

http://nonprofit.about.com/od/fundraising/fr/The-Science-Of-Giving-A-Review.htm

http://www.theguardian.com/voluntary-sector-network/2013/feb/06/charities-encourage-giving

http://freakonomics.com/2013/10/10/how-to-raise-money-without-killing-a-kitten-a-new-freakonomics-radio-podcast/

http://www.npr.org/blogs/money/2013/08/23/214210692/the-charity-that-just-gives-money-to-poor-people

Further Reading...

Competitive Analysis

Allen is a software engineer at LinkedIn with some disposable income. His workplace recently

signed up with Bright funds and an account has been set up for him. He opens his account

and is willing to donate since his company supports some organizations and matches the

donation amount.

“I might give if there are practical reasons like company matching, incentives and tax benefits.”

Age: 25Marital Status: SingleCompany: Zen PayrollJob: Software engineer, $120 K

Motivations:simple living, practical and analytical approach to life decisions

enjoys spending some money on technical gadgets, car, gaming and computer equipment

Pain points:Has no idea where his money is going and how it’s allocated

Lack of trust in charitable organizations and how they’ll use the money

No knowledge about company matching policy and tax benefits

What’s in it for me?

emotional practical

idealist pragmatic

Drivers:

Personas

Allen Turner

Jennifer is a mother of two and started her new job recently with Genentech as a sales rep.

She donates 3-6 times a year to support her friends and family for specific causes such as

breast cancer and speech Apraxia which she has an emotional connection to. Genentech has

an account with Bright funds where she can support a diverse group of highly effective non-

profits where she can keep track of her donations and be consistent.

“I want the world to be a better place for my kids so I’d give to causes I connect with emotionally.”

Jennifer Stevens

28 - Male - Software Developer

Motivations:connecting with people socially

spending time with family

Pain points:Not motivated to give if she cannot see the impact of her donation

Wants to make a difference but isn’t sure her amount will have an impact

Is motivated to give but wants to get others involved, make it social

emotional practical

idealist pragmatic

Drivers:

Personas

Age: 34Married with two kidsCompany: GenentechJob: Sales Rep, $140 K

D E S I G N S P E C I F I C A T I O N

Concept Model

User flow

Company signup

Create incentives

Employeesignup

Onboarding experience

Individual profile

Incentives information

Company giving stats

DASHBOARD

PERSONAL GIVING WORKPLACE GIVING

EMPLOYEE/ PERSONAL PROFILE

YOUR IMPACT

YOUR FUNDS

YOUR ORGANIZATIONS

DONATE STRATEGY

YOUR WORKPLACE STATS

COMPANY INCENTIVES

FIND CAUSES AND ORGANIZATIONS

RECORD OUTSIDE GIVING

INVESTMENT AND TAX HISTORY

RECURRING PAYMENT SETUP

CONTACT US

GIVING AND VOLUNTEER INCENTIVES

FUNDRAISING CHALLENGE

COMPANY PROFILE

ADMIN SETUP

EXISTING PAGES OF WEBSITE

NEW PAGES ADDED TO WEBSITE

Site Map

Design Iteration

User Testing

Method:

Usability Findings

Early paper prototype testing to validate concept, and low fidelity prototype testing.

-Interactive map interaction improvements-CTAs for donating and joining challenges could stand out more visually

Opportunities Identified:-Users wanted to see more location data of their donation impact-More evidence of company collaboration in various sections-Social [pressure] to encourage engagement

Key Screens

http://share.axure.com/ODZ8OA

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Navigation sections

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Interactive global reach map4

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Company branding addition

CTA with company matching reminder.

Key Screens

http://share.axure.com/ODZ8OA

1 Company statistics

2 Global Reach for company

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4

Key Screens

http://share.axure.com/ODZ8OA

1 Giving challenge statistics

2 Challenge details section

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3 Join challenge CTA

Key Screens

http://share.axure.com/ODZ8OA

1 Animated infographic

2 Company incentive details

3 Donate CTA

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T H A N K Y O U RICH FULLERTASNEEM DALAL

NEXT STEPS:

1. WORK OUT A FLOW FROM THE ADMINISTRATIVE SIDE TO ENTER INFORMATION ON THE INCENTIVES AND FUNDRAISING CHALLENGE.

2. EMPLOYEE TO BE ABLE TO SUGGEST A CHALLENGE.

3. CREATE A CATALOGUE OF INCENTIVES.

4. INTERNAL TEAMS IN A COMPANY BEING ABLE TO SET UP A GAME/ CHALLENGE TO PLAY AGAINST EACH OTHER AND THE MONEY TO BE DONATED TO CHARITY.

5. SET UP VOLUNTEERING PROGRAMS.