Case study
Increasing
donations through
improved UX/UI
CHANGE MY WORLD
Building deeper sponsor relationships through a richer and more emotive experience
To increase donations through the World Vision website through improved UI/UX. To ensure sustainable donations through personalisation of the journey and human story telling. To increase donations against a back drop of fewer people giving to charity in the UK.
The drop in donations represented a “concerning trend”, said the Charities Aid Foundation (CAF).
CAF said 4.9 million fewer people gave to charity or sponsored someone at the start of this year, compared to 2019.
CUSTOMER GOALS
To increase donations through the World Vision website through improved UI/UX.
CHALLENGES
The number of people giving to charity in the UK has fallen sharply over the last two years. The drop in donations represented a “concerning trend”, said the Charities Aid Foundation (CAF). CAF said 4.9 million fewer people gave to charity or sponsored someone at the start of this year, compared to 2019. Among those surveyed between January and April 2022, only 57% said they donated or sponsored someone in the previous 12 months, compared to 65% in the same period in 2019.
SOLUTION
- We reviewed the customer journey, which included the option to send a card to the child being sponsored.
- We moved the donation element to a different point entirely in the user journey – before the card is sent.
- This meant that sponsors can no longer ignore a donation ask at the end of the card send process and they have to actively decide, as part of the journey, whether they want to make a donation or not before they can carry on.
- The UX journey for a mobile user was also adjusted so that scrolling was reduced and the donation CTA was also moved up, with the same active decision making implemented as part of the journey.
RESULTS
From 33% to 45%
Increased overall conversion rate for donations
From 21% to 40%
Increased mobile conversion
3%
Increase through retargeting
World Vision has a long history of taking action that transforms the world. Their focus is on helping the most vulnerable children, in the most difficult places, overcome poverty and experience fullness of life. Through donations they have helped millions of children and families out of poverty and we are often first on the ground when a crisis strikes. Across almost 100 countries, their community of supporters, volunteers and community leaders work together to transform children’s lives.
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