In a world where money is tighter than ever, we are now much more inclined to watch our pennies and keep a close eye on exactly where our disposable income is being spent. It’s no wonder then that the charity sector reflects this thinking and has also seen a sharp rise in the need to demonstrate impact. We want to know exactly what impact our donations have had and pressure is on for charities to be even more more transparent. The more impact a charity can demonstrate, the more likely a donor is to respond.
One charity that has incorporated this need to demonstrate impact points with great success is the charity Alzheimer’s Research when they recently redesigned their donation process. The design decisions were based on insights from gathered data so that the donation process reinforced how supporters felt about their donation.
The new form design which now shows exactly what impact is made through different donation amounts 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 donation form. The new design also worked to increase the percentage of regular donors from 9% to 24%.
Dogs Trust is another good example of how changing their strategy from generally asking for funds to support their cause to becoming much more specific about exactly what each donation achieves.
The study Money for good UK (2013), shows that donors do care about impact and that many would give more and differently if they understood and trusted what charities said on this score. With this in mind it’s more important than ever for charities to think beyond incentivising emotions through images and stories on their site and move on making very clear impact points so donors are much more encouraged and motivated.
Whilst this isn’t an easy task for every charity, it does mean that we are moving in the right direction and with better sharing of information, measurement approaches and support, charities will build on this movement and we will be able to raise more for the causes that desperately need our help.