The UK’s leading dementia support and research charity has worked with digital product studio Addition to improve the performance of its online donation journeys.
Alzheimer’s Society approached digital product studio Addition — part of strategic creative agency WPN Chameleon — wishing to optimise their online donation journeys to drive an increase in online giving.
The aims of the project were to increase both the front end user experience and the back end admin functionality, enabling Alzheimer’s Society to create campaign-specific donation journeys, optimised to maximise conversion rates and gift values.
The charity had limited insight into the motivations of its online supporters, which Addition addressed through a number of research activities including stakeholder interviews, a competitor review, end user interviews, usability study of existing donation journeys and a stakeholder workshop including SWOT analysis.
Internal organisational requirements — from supporter care, finance, digital, data and IT — were also addressed, and all of these learnings were combined with Addition’s extensive donation experience to create a working, device responsive, prototype that was then user tested.
“One of the big issues with the old donation journeys was marketing attribution. We worked closely with the fundraising and data teams to really understand how we could resolve this issue without impacting on the donor’s journey. Our solution enabled the team at Alzheimer’s Society to integrate specific campaign messaging into the journey to create a cohesive user experience”
Louise Ryan, Head of Digital Product Development, Addition
Once iterated to the point at which Alzheimer’s Society was happy the design team worked with a variety of teams across the charity — brand, fundraising and digital — in order to create a design that captured all of the previous requirements and updated the design of the current journeys to be much more user friendly and modern looking.
The HTML & CSS implementation that followed was on a custom version of Addition’s donation platform — with payment processing through Braintree — integrated with Alzheimer’s Society’s CRM system ProgressCRM, email system SmartFocus, and Rapidata for direct debits.
“From the outset, it was apparent that Addition understood the needs of a third sector organisation and this showed at every step of the way, from requirement gathering to completion. They worked hard to understand our organisation, and all of the processes that sit behind the donations functionality, which helped the project to run as smoothly as possible. We’re looking forward to seeing the results!”
Emily Sturdy, Digital Fundraising Manager, Alzheimer’s Society
The new online donation journeys went live on Thursday 8th December 2016 see them here.