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How the Norwegian Cancer Society doubled its digital fundraising by fixing the website. This presentation held at the National Convention in London teaches you good web form design / donation form design, and how to use the core model in your content strategy. All easy techniques you can go home and use on your own NGO-website today!
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From good intentions to more web donations
Beate Sørum @BeateSorumDigital fundraiser and consultant at b.bold
Ida Aalen @idaAaSenior interaction designer at Netlife Research
@BeateSorum@idaAa#iofncbit.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 arational one.
Support us
Become a member
Support us
Donatewithdrawn coins
Become a member
Support us
Web shop
Donatewithdrawn coins
Become a member
Support us
3 simple ways to improve your formsSlides and resources atbit.ly/iofslides
Step 1:
Don’t make me think
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
You may contact me for offers
Address
City or town
Postcode
Cancel Become a member
First name
Surname
Email address
Phone number
You may contact me for offers
Address
City or town
Postcode
Cancel Donate now!
First name
Surname
Email address
Phone number
You may contact me for offers
Address
City or town
Postcode
Cancel Sign me up!
First name
Surname
Email address
Phone number
You may contact me for offers
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
You may contact me for offers
Address
City or town
Postcode
Sign me up!
First name
Surname
Email address
Phone number
You may contact me for offers
Address
City or town
Postcode
Sign me up!
First name
Surname
Email address
Phone number
You may contact me for offers
Address
City or town
Postcode
Sign me up!
First name
Surname
Email address
Phone number
You may contact me for offers
Address
City or town
Postcode
Sign me up!
First name
Surname
Email address
Phone number
You may contact me for offers
Address
City or town
Postcode
Sign me up!
Optional
Optional
First name
Surname
Email address
Phone number
You may contact me for offers
Address
City or town
Postcode
Sign me up!
Optional
Optional
First name
Surname
Email address
Phone number
You may contact me for offers
Address
City or town
Postcode
Sign me up!
Optional
Optional
Surname
First name
You may contact me for offers
Address
City or town
Email address
Sign me up!
Postcode
Phone number
Don’t do this!
Aalen
Ida
You may contact me for offers
|
City or town
Email address
Sign me up!
Postcode
Phone number
Don’t do this!
Aalen
IdaFirst name
Surname
Email address
Phone number
You may contact me for offers
Address
City or town
Postcode
12 Lawn Lane
London
Sign me up!
SW8 1UD
45242412Optional
Optional
Aalen
IdaFirst name
Surname
Email address
Phone number
Address
City or town
Postcode
12 Lawn Lane
London
SW8 1UD
Optional
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
|
IdaFirst name
Surname
Email address
Phone number
You may contact me for offers
Address
City or town
Postcode
Sign me up!
Optional
Optional
OptionalEmail address
Sign me up!
Phone number
You may contact me for offers
PostcodeSW8 1UD
|Optional
OptionalEmail address|
Phone number
You may contact me for offers
SW8 1UD
20 7840 1000Optional
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?
WithWithout
Source: bit.ly/DanZarellaStats
Phone Street Age0 %
5 %
10 %
15 %
20 %
How many filled out the form?
WithWithout
Source: bit.ly/DanZarellaStats
Phone Street Age0 %
5 %
10 %
15 %
20 %
How many filled out the form?
WithWithout
Source: bit.ly/DanZarellaStats
Phone Street Age0 %
5 %
10 %
15 %
20 %
How many filled out the form?
WithWithout
Source: bit.ly/DanZarellaStats
bit.ly/ContactFormConversion
From11 to 4
fields
bit.ly/ContactFormConversion
Submissions+140%
From11 to 4
fields
What’s the least amount of info you can get by with?
Step 3:
Your formis a conversation
Forms matter.
Photo: Flickr-user renemensen CC-BY
Donate now!
Guide your users
Top task survey
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
Home page
Home page
Home page
Home page
Home page
Home page
Home page
Many users will never see
any other page
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
Businessgoals
Usertasks
Businessgoals
Usertasks
Businessgoals
Usertasks
Businessgoals
Usertasks
Businessgoals
Usertasks
Businessgoals
Usertasks
“Lung cancer”
Businessgoals
Usertasks
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
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
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!
Businessgoals
Usertasks
Core pages
“Lung cancer”
Businessgoals
Usertasks
Core pages
“Lung cancer”“Donate”
Businessgoals
Usertasks
Core pages
“Lung cancer”“Donate”
Right context + short path to completion = action!
Research project
Core page
Make a donation
Research project
Core page Outward path
Portabledonation forms!
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 NOK500 NOK
One-off donationsDefault 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 NOK500 NOK
One-off donationsDefault 250 NOK Default 500 NOK
Use “nudge”-theory
2011 2012 2013 2014 (so far)
Annual income, regular donors (web)
2011 2012 2013 2014 (so far)
Annual income, regular donors (web)
2011 2012 2013 2014 (so far)
Annual income, regular donors (web)
Launch
2011 2012 2013 2014 (so far)
Annual income, regular donors (web)
Launch
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
One time donations+198%
Regular donors
+288%
One time donations+198%
Regular donors
+288%
One time donations+198%
Regular donors sum+382%
Regular donorsx4
One time donations
x3
Regular donors sum
x5
Members+107%
Membersx2
And priorities are essential on small screens
Christmas appeal
Christmas appeal15%
Christmas appeal15% 17%
Christmas appeal15% 17%
10%
Member recruitment
Member recruitment
2,5%
Member recruitment
2,5%
6,5%
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 desktopWeb donations tabletWeb donations phoneText donations
Cold water challenge
Web donations desktopWeb donations tabletWeb donations phoneText donations
Cold water challenge
3,5million NOKin 2 weeks
Questions?@BeateSorum or [email protected]@idaAa or [email protected]
@ThordFoss Graphic Designer@EirikHafver Content Strategist@WilhelmJA Frontend Developer@MarteGraberg Web Editor@SolheimSlind Web Master
Download slides and resources at
bit.ly/iofslides
