CREATING AN ENGAGING FUNDRAISING EXPERIENCE
Macmillan Cancer Support are the largest cancer care and support charity in the UK. They came to us with a request to overhaul their online fundraiser experience, from browsing events, through to registration and ongoing. I supplied them with interactive wireframes and site map, page template designs and a design kit that they could implement across other pages on their site.
Research told us that users were put off by the lengthy, long winded registration and donation forms, so we completely overhauled the form system, creating a self-building, modular form that did not appear as a daunting list of questions. Personalisation was a really core part of the optimisation, personally thanking someone for taking action. Showing the user where their money was going was also really important, and included at various points on the journey. The donation form was featured on the JustGiving blog in an article about conversion tips, and the Econsultancy blog.
BUILDING A RELATIONSHIP
From donation, through to events search, through to events detail pages, the key was to make it an enjoyable and rewarding experience from beginning to end, ensuring that the journey didn’t end at registration and continuing to grow and develop the relationship between Macmillan and the user.