the donor user experience - national fundraising convention london 2015
TRANSCRIPT
The donor user experience
IoF National Convention
© Beate Sørum 2015
#iofnfc - @BeateSorum
about.me/BeateSorumabout.me/BeateSorum
@BeateSorum
♥Internet
why do we buy this
💩?
🔁10%conscious
lazy bastard⬈
in other words:
🔁
This has some weird effects.
# = £ 1.10
= £ 1 more than
= ?
£1.05
£0.05= £1.10
+
«Excuse me, I have five pages. May I use the
Xerox machine, because I’m in a hurry?»
Harvard Social Psychologist Ellen Langer.
«Excuse me, I have five pages. May I use the
Xerox machine, because I’m in a hurry?»
94%
Harvard Social Psychologist Ellen Langer.
«Excuse me, I have five pages. May I use the Xerox machine?»
«Excuse me, I have five pages. May I use the Xerox machine?»
60%
«Excuse me, I have five pages. May I use the Xerox machine, because I have to make some copies?»
«Excuse me, I have five pages. May I use the Xerox machine, because I have to make some copies?»
93%
«Excuse me, I have five pages. May I use the Xerox machine, because I have to make some copies?»
93%
«Excuse me, I have five pages. May I use the Xerox machine, because I have to make some copies?»
People like reasons. Provide some.
Lesson:
My favourite weird effect:
"Reading the words «bye now», will make you BUY now!
Restaurant test
"
Restaurant test
"
• «so long» $32
Restaurant test
"
• «so long» $32
• «bye now»$45.50 (!)
Just because you CAN influence something, does
not mean you should.
🚫
Don’t be evil.
%&
What has this got to do with fundraising?
What has this got to do with fundraising?
💰
🔁lazy bastard⬈
🔁design matters.⬈
Charity A Charity B
Charity A Charity B(
Charity A Charity B(
8 %
Charity A Charity B( (␡
8 %
Charity A Charity B( (␡
8 % 2,5 %
Charity A Charity B( (␡
8 % 2,5 %- €36.000
giving threshold
leaving threshold
Thanks to Mo Syed for this handy diagram!
🚫
giving threshold
leaving threshold
*
Thanks to Mo Syed for this handy diagram!
🚫
giving threshold
leaving threshold
emotional story
*
Thanks to Mo Syed for this handy diagram!
🚫
giving threshold
leaving threshold
emotional story
*form hard
to find⬇
Thanks to Mo Syed for this handy diagram!
🚫
giving threshold
leaving threshold
emotional story
*form hard
to find⬇
found it! ⬆
Thanks to Mo Syed for this handy diagram!
🚫
giving threshold
leaving threshold
emotional story
*form hard
to find⬇
found it! ⬆
«why do they want my phone number..?»
⬇
Thanks to Mo Syed for this handy diagram!
🚫
giving threshold
leaving threshold
emotional story
*form hard
to find⬇
found it! ⬆
«why do they want my phone number..?»
⬇
«what’s adress line 2??»⬇
Thanks to Mo Syed for this handy diagram!
🚫
transaction cost: • attention • clicks • actions
what are donors willing to «pay»?
•unnecessary steps •ambiguity
REMOVE
leaving threshold
giving threshold -
If they are thinkingabout yourform,they are not thinkingabout giving.
♥Giving is an emotional
decision - not a rational one.
Don’t make me
think
♥ /
Don’t make me
think
♥ /
- Luke Wroblewski
«The best forms are invisible»
«Web form design «(2008 p.2)
First name
Last name
Adress
Zip code
City
Cancel OK
not bad, right?
Cancel OK
First name
Last name
Adress
Zip codeCity
Cancel OK
First name
Last name
Adress
Zip codeCity
adapt field
lengths
Cancel OK
First name
Last name
Adress
Zip codeCity
Cancel OK
First name
Last name
Adress
Zip codeCity
group fields
Cancel OK
First name
Last name
Adress
Zip codeCity
buttons clearly state
what they do
Delete Donate
First name
Last name
Adress
Zip codeCity
buttons clearly state
what they do
DonateDelete
First name
Last name
Adress
Zip codeCity
DonateDelete
First name
Last name
Adress
Zip codeCity
clear first
choice
DonateLet me throw away all the work I just did
First name
Last name
Adress
Zip code
City
DonateLet me throw away all the work I just did
First name
Last name
Adress
Zip code
City
remove things that hurt more than help
Donate
First name
Last name
Adress
Zip codeCity
Donate
First name
Last name
Adress
Zip codeCity
remove things that hurt more than help
Donate
First name
Last name
Adress
Zip code
City
Donate
First name
Last name
Adress
Zip code
City
right-align for easy
reading and scanning
First name
Last name
Adress
Zip code
City
Donate
First name
Last name
Adress
Zip code
City
Donate
top-align for mobile
First name
Last name
Adress
Zip code
City
Donate
DON’T DO THIS!
I
First name
Zip code
City
Donate
Last name
clearly state what
went wrong & how to fix
A zip code has 5 digits
First name
Last name
Adress
Zip code
There is an error. Please correct the highlighted field below.!
!
City
Donate
as a conversation
think of your forms
• Questions that belong • Understandable questions • Explain why you’re asking • Ask follow-up questions when the
task is done.
A conversation:
when something is incomplete, it
when something is incomplete, it
..hurts. And that’s the Zeigarnik effect.
2 am on a work night..
I would like to donate £25 ▾My name is first name, last name
and you can send my receipt to
monthly▾ .
We will win this fight
together, count me in!
Give▹
conversational forms
The more choice you have, the less
likely you are to buy.
The more choice you have, the less
likely you are to buy. The paradox of choice.
2what choices can we remove?
Donate!Member! Regular gift!
Instagram!Facebook! Twitter!
Volunteer!Legacy! Sponsor!
Give stuff!Fundraise! Holiday cards!
App!Webshop! Newsletter!
Member! Regular gift!
Instagram!Facebook! Twitter!
Volunteer!Legacy! Sponsor!
Give stuff!Fundraise! Holiday cards!
App!Webshop! Newsletter!
Donate!
NUDGE▹
SIMPLIFY
annual value of regular donors*
*signed up online
2011 2012 2013 2014
annual value of regular donors*
*signed up online
2011 2012 2013 2014
annual value of regular donors*
*signed up online
LAUNCH
2011 2012 2013 2014
annual value of regular donors*
*signed up online
LAUNCH
2011 2012 2013 2014
annual value of regular donors*
*signed up online
LAUNCH
2011 2012 2013 2014
annual value of regular donors*
*signed up online
LAUNCH
847%
2011 2012 2013 2014
annual value of regular donors*
*signed up online
LAUNCH
847%
9x
increase
«do you live with anyone else who
wants to be a member? It is only £6 extra»
ca. 30%
«do you live with anyone else who
wants to be a member? It is only £6 extra»
we look to others for the
«right» answer
we look to others for the
«right» answerSocial proof / social default bias
the bystander-
effect
•what are other people doing?
•What’s «normal» here? •Are there any clues?
Don’t make me
think
defaultsUSE
♥
we rely too much on the first piece
of information
we rely too much on the first piece
of informationAnchoring bias
kind handsome funny jealous stingy
kind handsome funny jealous stingy
jealous stingy handsome funny kind
120 19 5
5 19
120
120 19 5
£
what amounts you put first really
matters▾ £ ▾
£
what amounts you put first really
matters50 ▾ £ ▾
£
what amounts you put first really
matters5025155
▾ £ ▾
£
what amounts you put first really
matters5025155
▾ £ 5 ▾
£
what amounts you put first really
matters5025155
▾ £ 5152550
▾
vs£ 50
25 15 5
▾£ 50 £ 25
£ 15 £ 5
The drive to be (and look) consistent
The drive to be (and look) consistent
Commitment and consistancy
«I’m the kind of person who..»
This one sometimes hurts us.
%&
3REASON
3REASONmy REASON
3REASON my REASONmy REASON
3my REASONmy REASON REASON
3my REASONmy REASON
HOW CAN WE USE THIS
ethically?
4
4We’d love to hear why you are
considering our service!
4We’d love to hear why you are
considering our service!
|
5
5ROI x2 higher
I’m the kind of
person who gives?
RESOURCES• Influence - the power of persuasion
- Robert B. Cialdini • Web Form Design
- Luke Wroblewski • coglode.com - brain gems for
designers
thanks for listening!
http://about.me/beatesorum
questions?