Boost your online donations through persuasion design

2. & Boost your online donations through persuasion design Engaging Networks Conference 2019

3. “👋 hello” OrsiFulop Eugene Flynn Project AWARE 54 Degrees Email: orsi.fulop@projectaware.org Email: eugeneflynn@54degrees.com Twitter: @eugeneflynn

4. What we want To share Who we are Our Challenge Our design approach The results

5. Project Aware Where Conservation Meets Adventure SM

6. Vision: A Return to a clean, healthy ocean

7. mission: to connect the Passion for ocean adventure with the purpose of marine conservation

8. 54degrees Care2 Impact Award. We create winning supporter experiences that help your movements & campaigns scale, achieve impact & win.

9. Engaging networks Services As an Engaging Networks integration partner, we help you get the most out of the platform. Optimisation & testing Supporter journeys integrations Template design A/B Testing Fundraising optimisation Campaign optimisation Landing pages Social actions Goal orientated design Multi-channel Lead generation Deepen campaign engagement Campaigner to donor Online to offline Multichannel integrations SMS Messenger Twitter and other tools. Petitions Email to Target Click 2 Call Tweet to Target Email Quiz

10. Our challenges & Needs

11. our Challenge Whywe needed new HTML Templates? New web page – look and feel 01 Projectaware.org redesigned in 2016 Donation page look and feel was adjusted (not functionality) Email templates remained inconsistent with new design Engaging Networks new Page builder (NPB) 02 Existing templates didn’t work with NPB Good opportunity to push this up on the agenda Multi currency donations 03 4 currencies / 4 bank accounts / International audience Currency was linked to the users country (no choice) GDPR 04 Opportunity for opt-in question redesign to meet GDPR Our Office in New Jersey

12. What we needed Besides a Great looking design, obviously Adaptability 01 Easily adaptable to campaign specific eAppeal themes to offer landing page and email consistency Single & monthly donations 02 Improve ability to process single and monthly donations Easy to edit, change and update 03 No internal tech expert Easy to adapt with minimal support from 54 Degrees Increase conversion rates Improved UX 05 04 Increase conversion and donations Make it more convincing for prospective donors

13. our approachto design Eugene Flynn 54 Degrees

14. Behaviour = Ability + Motivators + Trigger To influence user behaviour: Make it simple to use, increase motivation & ask them to do something.

15. PersuasionPrinciples Robert Cialdini’s 6 principles of persuasion Authority reciprocity 01 02 People are more likely to give to organisations that are trustworthy and credible. When people receive something first they are more likely to give. scarcity Consistent 03 04 People are more likely to give to avoid a sense of loss or losing out People like to be consistent on things they’ve said they will do. liking consensus 05 06 People are more likely to give if they like the person who is asking them. People refer to the actions of others when making their own decisions.

16. Make it simple to use Responsive: Adapts to all screen sizes from mobile to widescreen retina displays. Fast Loading: Page content and multi-step form loads quickly. Scrolling page content: More space to reinforce the motivators we want to communicate. Form remains static: Donation form remains consistent on the page as the user scrolls through page content.

17. Make it simple to use Multi-stepped form: Screens load instantly, user can see progress at the top and go back without losing data input Form fields: Use adaptive placeholders for field labels and make errors easy to fix Single & Monthly: Easy to select once-off donations or monthly donations on the form. Flexible Payment Options: Multiple currencies and choice of credit card or Paypal

18. increasemotivation Trust: Secure padlock, Industry accreditation, Evidence of impact, how we invest your money. (*Source Obama Campaign)

19. increasemotivation Trust: Secure padlock, Industry accreditation, Evidence of impact, how we invest your money. Reciprocity: Look at what a community of action takers can do to protect the Ocean. You can be part of this! (*Source Obama Campaign)

20. increasemotivation Trust: Secure padlock, Industry accreditation, Evidence of impact, how we invest your money. Reciprocity: Look at what a community of action takers can do to protect the Ocean. You can be part of this! (*Source Obama Campaign)

21. increasemotivation Trust: Secure padlock, Industry accreditation, Evidence of impact, how we invest your money. Reciprocity: Look at what a community of action takers can do to protect the Ocean. You can be part of this! Scarcity: Inject urgency of the action required to protect our Ocean. Protect our Ocean “Today”. (*Source Obama Campaign)

22. increasemotivation Consensus: Supporter testimonials, progress bars and social proof. Photo of other people like me who care about cleaning the Ocean. Liking: People see themselves in your work, like the work that you do, like the personality you have when speaking to them. (*Source Obama Campaign)

23. increasemotivation Consistent: Donors who commits to an amount up front are 5% more likely to complete the transaction. The donation amount is confirmed on the final button. (*Source Obama Campaign)

24. MobileDisplay Different donation page display based on user entry path. Form First This screen is shown first to existing donors during solicited donations and direct asks. They are already motivated through other channels or past actions. Content First This screen is shown by default for unsolicited donations, organic site visits. The hovering donate button at the bottom triggers the form.

25. Results OrsiFulop Project AWARE

26. How it has worked out? 12 months later Improved ux Flexible templates 01 02 Donation forms are much easier to use. We can roll out themed campaigns easily. Easy to Manage Increase in $usd donations 03 04 We manage pages in house with support from 54 Degrees International donations are significantly increased. Conversion rates gdpr 05 06 Yes, they’re up, more on this in a minute. We survived GDPR 

27. FlexibleTemplates We can easily customise our templates in house to match individual campaign asks. On Giving Tuesday we displayed progress towards our target and matching donations.

28. FlexibleTemplates We displayed a unique graphic to demonstrate progress towards our goal. Donors can literally change the picture.

29. +80% relative Increase In conversion Rate of Unsolicited donations Before After

30. Unsolicited new single donations Increase over a 12 month period with our new donation pages. 68% number of donations 12 Months Since Redesign Value of donations 68% 36% April

31. Unsolicited new monthlydonations Increase over a 12 month period with our new donation pages. + 186% number of donations 12 Months Since Redesign Value of donations + 75% 36% April

32. Felling motivated? increase your online donations

33. Need help? (The Trigger) design Donation page redesign Optimisation A/B testing Training & workshops Persuasion design A/B testing

34. Get in touch! (It’s Simple) Contact Orsi: Contact Eugene: OrsiFulop Eugene Flynn +44 (0) 117 300 7202 +353 87 6662777 orsi.fulop@projectaware.org eugeneflynn@54degrees.com @eugeneflynn