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UKUPA May 2011 Event: JustGiving - 7 interesting things about UX and charities, fundraisers and donors

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UXPA UK
UXPA UK

Clara, Will and Elizabeth make up the UX and Insights team at JustGiving.com, the award-winning site which has helped raise over £800 million for UK charities. Their expertise as a team stretches from user testing, design, wireframing and research to data mining and analysis.

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Seven / Ten interesting insights Charities, fundraisers & donors
We are the UX & Insights team @justgiving Clara Teoh - UXD (Product & Innovation) clara@justgiving.com Will Hardy - UXD (Product & Innovation) @willjohnh Elizabeth Kessick - Head of insight @izabel_blue
The story so far... 13m+ have helped over 8000 charities over £800m raised
1. Try something, measure it, try something else http://www.flickr.com/photos/7802947@N02/5026337056/
JustGiving c. 2001 We tried many things • Being a ‘portal’ • Payroll Giving • Direct donations • In memory microsites Try something, measure it, try something else
It took near 2 years to find the thing that worked Try something, measure it, try something else
2. Prioritise user feedback
Getfundraising page. the first listening Peter raised £800 on And We love being in the user feedback lab he told us what worked and what didn’t We listened to our helpdesk And we kept on listening to everyone using the site. And making sure they liked it enough to tell others Prioritise user feedback
3. Use personal stories rather than organisational ones http://www.justgiving.com/tea-birds
This is the most valuable data on our website Use personal stories rather than organisational ones
Charities understand this too http://www.sightsavers.org/ http://www.oxfam.org.uk/ http://www.nspcc.org.uk/
Chuggers (aka charity muggers) Use personal stories rather than organisational ones http://www.flickr.com/photos/7802947@N02/5656054207/
Share personal stories in a personal way Use personal stories rather than organisational ones
4. Social obligation is a great motivator http://www.flickr.com/photos/ausnahmezustand/4752989186/
It’s a big ask... Please sponsor me Fundraiser • I value our relationship I hope you do too • This is embarrassing • What if you say no? Social obligation is a great motivator
It’s a big ask... Of course I will Sponsor • He values me as a friend • I bet he’s asking my friends • If I don’t it’ll be embarrassing • The longer I leave it the worse it’ll be Social obligation is a great motivator
The opposite is generally true for direct giving... •Emergencies have an immediate impact • People react quickly • The impetus to give decreases over time Social obligation is a great motivator http://www.flickr.com/photos/dfid/5330986750
The Facebook effect - a *rough* ROI 26,981 Number of likes from 29 September to 4th December 2010 If 6 likes = 1 donation 1 like ~ 1/6th of a donation Average donation is £32 1 like ~ £5 to charity Social obligation is a great motivator
5. Let people demonstrate their generosity http://www.flickr.com/photos/krislitman/493626935/
People want to show their support for causes Let people demonstrate their generosity
But they don’t want to talk about money Please help my friend who’s raising money! I just donated £10 - you should too! Let people demonstrate their generosity
Fundraising for Richard Hammond Let people demonstrate their generosity
The message is as important as the donation Let people demonstrate their generosity
6. Understand charities and get them involved http://www.flickr.com/photos/howardlake/4995038929
7. Engage people on their terms
Engage people on their terms
The growth of mobile Mobile as a percentage of traffic on JustGiving.com Engage people on their terms
Generosity is changing ...it’s becoming more spontaneous, flexible & in the moment ...the challenge is to keep up. Engage people on their terms
When it works amazing things happen http://www.justgiving.com/Save-Joeys-Life
Thank you 1. Try something, measure it, try something else 2. Prioritise user feedback 3. Use personal stories rather than organisational ones 4. Social obligation is a great motivator 5. Let people demonstrate their generosity 6. Understand charities and get them involved 7. Engage people on their terms Clara Teoh Elizabeth Kessick Will Hardy clara@justgiving.com @izabel_blue @willjohnh

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UKUPA May 2011 Event: JustGiving - 7 interesting things about UX and charities, fundraisers and donors

  • 1. Seven / Ten interesting insights Charities, fundraisers & donors
  • 2. We are the UX & Insights team @justgiving Clara Teoh - UXD (Product & Innovation) clara@justgiving.com Will Hardy - UXD (Product & Innovation) @willjohnh Elizabeth Kessick - Head of insight @izabel_blue
  • 3. The story so far... 13m+ have helped over 8000 charities over £800m raised
  • 4. 1. Try something, measure it, try something else http://www.flickr.com/photos/7802947@N02/5026337056/
  • 5. JustGiving c. 2001 We tried many things • Being a ‘portal’ • Payroll Giving • Direct donations • In memory microsites Try something, measure it, try something else
  • 6. It took near 2 years to find the thing that worked Try something, measure it, try something else
  • 8. Getfundraising page. the first listening Peter raised £800 on And We love being in the user feedback lab he told us what worked and what didn’t We listened to our helpdesk And we kept on listening to everyone using the site. And making sure they liked it enough to tell others Prioritise user feedback
  • 9. 3. Use personal stories rather than organisational ones http://www.justgiving.com/tea-birds
  • 10. This is the most valuable data on our website Use personal stories rather than organisational ones
  • 11. Charities understand this too http://www.sightsavers.org/ http://www.oxfam.org.uk/ http://www.nspcc.org.uk/
  • 12. Chuggers (aka charity muggers) Use personal stories rather than organisational ones http://www.flickr.com/photos/7802947@N02/5656054207/
  • 13. Share personal stories in a personal way Use personal stories rather than organisational ones
  • 14. 4. Social obligation is a great motivator http://www.flickr.com/photos/ausnahmezustand/4752989186/
  • 15. It’s a big ask... Please sponsor me Fundraiser • I value our relationship I hope you do too • This is embarrassing • What if you say no? Social obligation is a great motivator
  • 16. It’s a big ask... Of course I will Sponsor • He values me as a friend • I bet he’s asking my friends • If I don’t it’ll be embarrassing • The longer I leave it the worse it’ll be Social obligation is a great motivator
  • 17. The opposite is generally true for direct giving... •Emergencies have an immediate impact • People react quickly • The impetus to give decreases over time Social obligation is a great motivator http://www.flickr.com/photos/dfid/5330986750
  • 18. The Facebook effect - a *rough* ROI 26,981 Number of likes from 29 September to 4th December 2010 If 6 likes = 1 donation 1 like ~ 1/6th of a donation Average donation is £32 1 like ~ £5 to charity Social obligation is a great motivator
  • 19. 5. Let people demonstrate their generosity http://www.flickr.com/photos/krislitman/493626935/
  • 20. People want to show their support for causes Let people demonstrate their generosity
  • 21. But they don’t want to talk about money Please help my friend who’s raising money! I just donated £10 - you should too! Let people demonstrate their generosity
  • 22. Fundraising for Richard Hammond Let people demonstrate their generosity
  • 23. The message is as important as the donation Let people demonstrate their generosity
  • 24. 6. Understand charities and get them involved http://www.flickr.com/photos/howardlake/4995038929
  • 25. 7. Engage people on their terms
  • 26. Engage people on their terms
  • 27. The growth of mobile Mobile as a percentage of traffic on JustGiving.com Engage people on their terms
  • 28. Generosity is changing ...it’s becoming more spontaneous, flexible & in the moment ...the challenge is to keep up. Engage people on their terms
  • 29. When it works amazing things happen http://www.justgiving.com/Save-Joeys-Life
  • 30. Thank you 1. Try something, measure it, try something else 2. Prioritise user feedback 3. Use personal stories rather than organisational ones 4. Social obligation is a great motivator 5. Let people demonstrate their generosity 6. Understand charities and get them involved 7. Engage people on their terms Clara Teoh Elizabeth Kessick Will Hardy clara@justgiving.com @izabel_blue @willjohnh