I know what drives me to give: a compelling need, an organization I trust, an opportunity to make an impact. But once I act on this drive, what is my user experience, which today is almost entirely digital?
According to the Institute of Fundraising in the UK:
- 47% of people who visit a website intending to make a donation, don’t get to the end of the process
- The average conversion rate of a form that has not been usability tested is 15%.
Fineline explains “The [donor journey] map is an official outline, illustrating how your non-profit can deepen the relationship with and value of a donor through a series of steps.”
But let’s back up a bit. How does a map deepen relationships and value? Because it reveals to the design team the needs, frustrations, successes and barriers users face as they move toward giving a gift. By mapping the process, we can design a better experience: more memorable, intuitive, satisfying and delightful.
Through mapping, design teams can drive down into sub-processes and understand the donor experience more intimately. We can also segment audiences by using personas: how does the new donor experience differ from the returning donor? Or, the young donor from the older donor?
In fact, creating personas should be the first step in donor journey mapping according to Andy Segedin in The Non-Profit Times.
Paul Boag also recommends gathering analytical and anecdotal research: Look at web analytics, social mentions and give it flavor by talking to staff and donors.
Donor journey mapping will help you understand your users better, target your outreach and design a better experience.
According to KPI Philanthropy, most importantly, just as in retail, a better user experience saves you the time and money needed to reacquire lost donors and increases the giving potential for all donors.