Alzheimer’s Research UK worked with charity digital agency BoldLight to redevelop its donation process, winning an IoF Insight award for employing user testing and analytics data to design the form based around enhancing the supporter experience.
The charity recently launched an ambitious growth plan for its fundraising in response to the urgent and increasing need for research into dementia. Optimising conversions from the donation process was seen as a key foundation for growth, maximising the return on investment from all marketing activities.
Multiple data sources were used to inform the redesign, including Google Analytics data, competitor analysis, internal data and face-to-face UX testing. The design decisions were based on insights from this data so that the donation process reinforced how supporters felt about their donation. The design process was truly ‘supporter led’. This has resulted in a process that converts at a much higher rate and which supporters use to share their stories with Alzheimer’s Research UK.
The new form design has increased the online conversion rate from an average of 35% to 55%, a 140% increase in donations. This reflects the improved usability of the form. The new design also worked to increase the percentage of regular donors from 9% to 24%.
The IoF Insight judges said: “This highly impactful project significantly increased income and resulted in much richer data for Alzheimer’s Research UK. The charity really put the donor at the heart of this robustly executed project, and it is a great example of a complete journey of using research and analysis together not only to deliver insight, but also to use it effectively.”
Digital agency BoldLight said: “We were thrilled to win the IoF Insight Award for our work with Alzheimer’s Research, and by the impact that the project has had on the charity’s online donation income. The success of the project reflects how valuable a best-practice UX design approach is and how important it is to design online experiences around the user.”
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