iof national convention 2014: from good intentions to more web donations
DESCRIPTION
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!TRANSCRIPT
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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
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@BeateSorum@idaAa#iofncbit.ly/iofslides
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Agenda• Improving forms• Guiding your users• Using defaults• Context is key• Nudging
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– 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
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Photo: Flickr-user wippetywu CC-BY
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Do i still want a hot-
dog?
Photo: Flickr-user Angermann CC-BY-SA
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To give is an emotional decision,not arational one.
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Support us
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Become a member
Support us
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Donatewithdrawn coins
Become a member
Support us
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Web shop
Donatewithdrawn coins
Become a member
Support us
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3 simple ways to improve your formsSlides and resources atbit.ly/iofslides
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Step 1:
Don’t make me think
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First name
Surname
Email address
Phone number
You may contact me for offers
Address
City or town
Postcode
Cancel Submit
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First name
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You may contact me for offers
Address
City or town
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Cancel Become a member
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First name
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You may contact me for offers
Address
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Cancel Donate now!
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Let me throw away all the work I just did Sign me up!
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Sign me up!
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Don’t do this!
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Aalen
Ida
You may contact me for offers
|
City or town
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Sign me up!
Postcode
Phone number
Don’t do this!
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Aalen
IdaFirst name
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12 Lawn Lane
London
Sign me up!
SW8 1UD
45242412Optional
Optional
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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.
!
!
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Forms that are coded right are
• easy to use on all devices• accessible• future friendly
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|
IdaFirst name
Surname
Email address
Phone number
You may contact me for offers
Address
City or town
Postcode
Sign me up!
Optional
Optional
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OptionalEmail address
Sign me up!
Phone number
You may contact me for offers
PostcodeSW8 1UD
|Optional
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OptionalEmail address|
Phone number
You may contact me for offers
SW8 1UD
20 7840 1000Optional
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Step 2:
The database is not in charge
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Just because your database has a field for it, doesn’t mean you have to ask your users for it.
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Every extra field in your form is likely to lower your conversion rate
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How many filled out the form?
WithWithout
Source: bit.ly/DanZarellaStats
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Phone Street Age0 %
5 %
10 %
15 %
20 %
How many filled out the form?
WithWithout
Source: bit.ly/DanZarellaStats
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Phone Street Age0 %
5 %
10 %
15 %
20 %
How many filled out the form?
WithWithout
Source: bit.ly/DanZarellaStats
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Phone Street Age0 %
5 %
10 %
15 %
20 %
How many filled out the form?
WithWithout
Source: bit.ly/DanZarellaStats
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bit.ly/ContactFormConversion
From11 to 4
fields
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bit.ly/ContactFormConversion
Submissions+140%
From11 to 4
fields
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What’s the least amount of info you can get by with?
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Step 3:
Your formis a conversation
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Forms matter.
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Photo: Flickr-user renemensen CC-BY
Donate now!
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Guide your users
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Top task survey
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Top task survey“If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?”
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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.
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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%
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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
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Home page
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Home page
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Home page
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Home page
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Home page
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Home page
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Home page
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Many users will never see
any other page
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Many users will never see
any other page
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Googled «lung cancer»
Many users will never see
any other page
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Googled «lung cancer»
Saw a link on Facebook about cancer research
Many users will never see
any other page
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Businessgoals
Usertasks
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Businessgoals
Usertasks
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Businessgoals
Usertasks
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Businessgoals
Usertasks
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Businessgoals
Usertasks
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Businessgoals
Usertasks
“Lung cancer”
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Businessgoals
Usertasks
Core pages
“Lung cancer”
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2006 2007 2008 2009 2010 2011 2012 2013
Cancer line conversations
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2006 2007 2008 2009 2010 2011 2012 2013
Cancer line conversations +40%
Launch
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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
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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
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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!
![Page 87: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/87.jpg)
Businessgoals
Usertasks
Core pages
“Lung cancer”
![Page 88: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/88.jpg)
Businessgoals
Usertasks
Core pages
“Lung cancer”“Donate”
![Page 89: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/89.jpg)
Businessgoals
Usertasks
Core pages
“Lung cancer”“Donate”
![Page 90: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/90.jpg)
Right context + short path to completion = action!
![Page 91: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/91.jpg)
Research project
Core page
![Page 92: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/92.jpg)
Make a donation
Research project
Core page Outward path
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Portabledonation forms!
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Using smart defaults helps both you and the user
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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
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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
![Page 102: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/102.jpg)
Use “nudge”-theory
![Page 103: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/103.jpg)
2011 2012 2013 2014 (so far)
Annual income, regular donors (web)
![Page 104: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/104.jpg)
2011 2012 2013 2014 (so far)
Annual income, regular donors (web)
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2011 2012 2013 2014 (so far)
Annual income, regular donors (web)
Launch
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2011 2012 2013 2014 (so far)
Annual income, regular donors (web)
Launch
![Page 107: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/107.jpg)
2011 2012 2013 2014 (so far)
Annual income, regular donors (web)
Launch
![Page 108: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/108.jpg)
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32% choose to sign up
another member of their household
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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
![Page 114: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/114.jpg)
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Donate now!
Recurring giftSponsor Member Volunteer
Follow on facebook Subscribe
Order Download app
Join our #instagram competition
![Page 116: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/116.jpg)
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One time donations+198%
![Page 118: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/118.jpg)
Regular donors
+288%
One time donations+198%
![Page 119: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/119.jpg)
Regular donors
+288%
One time donations+198%
Regular donors sum+382%
![Page 120: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/120.jpg)
Regular donorsx4
One time donations
x3
Regular donors sum
x5
![Page 121: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/121.jpg)
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Members+107%
![Page 123: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/123.jpg)
Membersx2
![Page 124: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/124.jpg)
And priorities are essential on small screens
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Christmas appeal
![Page 126: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/126.jpg)
Christmas appeal15%
![Page 127: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/127.jpg)
Christmas appeal15% 17%
![Page 128: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/128.jpg)
Christmas appeal15% 17%
10%
![Page 129: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/129.jpg)
Member recruitment
![Page 130: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/130.jpg)
Member recruitment
2,5%
![Page 131: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/131.jpg)
Member recruitment
2,5%
6,5%
![Page 132: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/132.jpg)
Member recruitment
2,5%
6,5%
7,3%
![Page 133: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/133.jpg)
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!
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With better forms and better landing pages, you’re ready for everything....
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Web donations desktopWeb donations tabletWeb donations phoneText donations
Cold water challenge
![Page 139: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/139.jpg)
Web donations desktopWeb donations tabletWeb donations phoneText donations
Cold water challenge
3,5million NOKin 2 weeks
![Page 140: IoF National Convention 2014: From good intentions to more web donations](https://reader037.vdocuments.mx/reader037/viewer/2022102921/53f6595e8d7f729a7f8b4750/html5/thumbnails/140.jpg)
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