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Crafting a Donor Journey That Grows Contributions
I redesigned the Home page and donation process with a focus to amplify impact and offer donors a personalised experience. The project objective was to increase online donations for this non-profit organisation.
Client
My Role
Duration
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Weave’s funding was always primarily secured from government grants, leading to an imbalance with online donations accounting for less than 5% of total contributions, and underutilising the online donation channel.
Comparator analysis showed that larger home brands could overlook minor usability issues, such as confusing navigation and cognitive overload, due to their strong market presence.
They knew how their donations were being spent or utilised.
They could see the impact of their contributions.
They recognised the charity - brand awareness.
They shared a personal connection to the cause.
They had flexibility in choosing their own donation terms.
The experience was seamless and visually appealing.
I interviewed 6 participants who had recently completed an online donation to uncover their behaviours, attitudes and motivations based on their experiences with not-for-profit organisations. The interviews confirmed all hypotheses/assumptions.
Donors want a more fulfilling experience with visible impact and recognition of their contributions.
Donors will abandon the donation process if the website is complicated or has poor user experience.
Donors want to feel actively involved and personally fulfilled with their contributions and achieve meaningful goals.
Donors want flexibility to nominate their own donation terms so that they can manage their cash flow.
Younger demographics on lower income choose to donate collectively in groups to create sizeable impact.
Donors have a strong preference for digital wallet payment options - almost an expectation among most donors.
Show and carry the impact of donor contributions throughout the entire donor journey?
Streamline the donation process, ensuring better clarity and simplicity?
Actively engage donors to contribute and feel a sense of achievement?
Usability Testing - Round 1
Using wireframes to primarily test user flows, page hierarchy and interactions to understand use behaviour and expectations.
Usability Testing - Round 2
Using low-fidelity prototypes and focusing on identifying further usability issues.
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Donation goal with progress bar outlining the outcome of achieving the goal
Ring charts to show the utilisation of donor contributions and funding
Allocation of contributions and program summaries to aid donor nomination
Offering additional donation options to reach a wider range of donor profiles
Preset amounts with quantifiable impact to simplify decisions for new donors
Offering digital payment options like Google and Apple Pay
Personalised thank you and animated interactions to elevate recognition
Allow donors to set their own goals, engage in challenges and manage cash flow
Personal campaign/fundraiser dashboard to drive ongoing contributions
Gamified group funding dashboard to drive higher engagement & contributions
When donors have a clear and streamlined donation process that provides transparency on how their contributions are utilised and the impact they make, they are more likely to feel a sense of fulfilment and recognition, therefore increasing engagement levels.
Enhancing the donor experience will help grow the online donation share beyond the current 5%, reducing Weave's dependence on government grants and ensuring more sustainable funding.
Interview Weave's online donors: adding these participants to the mix to gather insights and feedback on their experience with Weave's online donation process.
Collaborate with cross-functional teams: involving other stakeholders such as developers and marketing to diversify perspectives and ensure buy-in from all stakeholders.
Prioritise accessibility and inclusivity: adhering to WCAG guidelines to ensure usability for a diverse audience, including individuals with disabilities.