Off to a flying start! Improving online donor experience
Since 1999, the North West Air Ambulance (NWAA) Charity has had a huge impact on the lives of many across the North West. From accidental injuries to severe medical emergencies, the crew deliver specialist and enhanced pre-hospital care to the most critically ill and injured. With no government or NHS funding NWAA look to the generosity of the public so they can continue flying to save lives in the region.
With the constant challenge to meet their operational costs and to continue serving the people of the North West, NWAA were looking to increase website donations by offering a much improved donor online experience. Until integration with the goDonate platform, the NWAA donation page only gave the option to make a one-off gift through PayPal, or to go through a long-winded sign-up for direct debit regular donations.
Given the appetite for most visitors to use a mobile or tablet to visit the page, NWAA were also keen to optimise their donor journey to reflect this, and provide a simple-to-navigate, quick and efficient way to donate, and also to offer a range of payment options.
NWAA not only liked the straightforward and user-friendly donation form that goDonate could provide, but the opportunity to be able to offer Google- and Apple- Pay as options was also very appealing.
Since integrating the goDonate donation platform into their website, NWAA has seen a significant shift (80%) in supporters opting to pay by Google/Apple Pay and Credit/Debit card, and there has been a noticeable uplift in the monthly gifts by direct debit, having seen double the average weekly amount since implementation.
NWAA have also appreciated the simplified use and ease for back-end administration. “The ability to spin up campaign pages as and when required has been much simpler and quicker since the introduction of goDonate. We can quickly spin up campaign pages and develop acknowledgement comms, and now offer our visitors a choice of payment methods,” commented Paul Partridge, Head of Data Insight and Supporter Engagement at NWAA. “And the back-end reporting is also very easy to use and helps us track the current performance of the platform, it contains all the information we require.”
Integration of the platform involved a multi-faceted mapping and implementation process to ensure a seamless front-end look and feel of the platform with the NWAA website, and to make certain all back-end integrations were robustly incorporated and successfully tested before go-live. “The migration process was so simple and straightforward for us as we were fully supported all the way through.” Commented Paul.
The team are keen to further embrace digital fundraising, and with the introduction of goDonate, this is helping us move in the right direction!Paul Partridge, Head of Data Insight and Supporter Engagement at NWAA
Paul also noted how NWAA are now focussing on the future and how the website and online payments are playing a big part in this, “The team are keen to further embrace digital fundraising, and with the introduction of goDonate, this is helping us move in the right direction! We are confident that the platform will continue to help us increase gifts to the charity as we can already see how we offer a significantly improved giving experience for both new and existing supporters. We are now all excited on how we can optimise all the features of the goDonate platform further to ensure the best online giving experience for our supporters.”