NSPCC significantly increases donations with improved online giving platform

NSPCC enjoys success after overhauling its online donation experience for new and existing supporters

Austin Clark | 24th Jan 18

The NSPCC has worked with WPN Chameleon’s digital team, Addition, to overhaul their online donation experience for new and existing supporters.

The charity wanted to simplify and improve their online giving experience for their supporters with a more engaging donation journey and offering greater choice using the latest payment technologies.

Addition helped the NSPCC identify improvements and put their donation funnel through A/B testing during December to determine performance against their previous donation funnel. The results found the monthly donations conversion rate was 28% higher on the new platform and single donations were 13% higher.

The new donation experience has been improved for supporters with an engaging and simplified donation journey as well as new payment technologies including ApplePay, Braintree and PayPal, making donating easier and more convenient. The backend integrations were also streamlined to reduce internal admin and management.

Using Addition’s donation platform, (which is both GDPR and PCI compliant) the donation platform has been heavily mobile optimised and enabled the charity to handle the scale of donations made during the Christmas period, while allowing for future flexibility and ongoing optimisation.

Importantly it also ensures the NSPCC are able to track supporter donations and improve their user experience with tailored content for campaigns, providing a more inspiring and engaging giving experience.

Sam Keith, Senior Digital Manager at the NSPCC said: “We are really pleased to have launched this new donate platform, especially as the initial results are so encouraging! Addition have been great to work with, taking the time to understand our internal challenges while always striving for the best solution.”

Vicky Reeves, MD of Addition added: “The way people now choose to donate has changed and with new payment technologies, second screening and heavy mobile use, this new donation experience now provides supporters with frictionless giving and greater flexibility and choice.”

The new online donation journeys are now live and can be found here.