Summary / objectives

NSPCC wanted to simplify and improve their online giving experience for their supporters with a more engaging donation journey and offering greater choice using the latest payment technologies.

Background

The NSPCC has worked with WPN Chameleon’s digital team, Addition, to overhaul their online donation experience for new and existing supporters.  

The charity wanted to simplify and improve their online giving experience for their supporters with a more engaging donation journey and offering greater choice using the latest payment technologies.  

Addition helped the NSPCC identify improvements and put their donation funnel through A/B testing during December to determine performance against their previous donation funnel. The results found the monthly donations conversion rate was 28 per cent higher on the new platform and single donations were 13 per cent higher.

Special characteristics

The new donation experience has been improved for supporters with an engaging and simplified donation journey as well as new payment technologies including ApplePay, Braintree and PayPal, making donating easier and more convenient. The backend integrations behind the scenes of the website were also streamlined to reduce internal admin and management.  

Using Addition’s donation platform, (which is both GDPR and PCI compliant) the donation platform has been heavily mobile optimised and enabled the charity to handle the scale of donations made during the Christmas period, while allowing for future flexibility and ongoing optimisation.  

Importantly it also ensures the NSPCC are able to track supporter donations and improve their user experience with tailored content for campaigns, providing a more inspiring and engaging giving experience.

Influence / impact

The way people now choose to donate has changed and with new payment technologies, second screening and heavy mobile use, this new donation experience for NSPCC now provides supporters with frictionless giving and greater flexibility and choice.

Results

A/B testing (essentially an experiment where two or more variants of a page are shown to users at random, and statistical analysis is used to determine which variation performs better for a given goal) during December to determine performance against their previous donation funnel was conducted. The results found the monthly donations conversion rate was 28 per cent higher on the new platform and single donations were 13 per cent higher. Since the launch of the new platform, NSPCC has also found a 90 per cent reduction in the number of complaints or confusion about donating online from donors to the Supporter Care team or via social media.

Other relevant information

The new online donation journeys are now live and can be found here:

Single donation: https://secure.nspcc.org.uk/si... 

Monthly donation: https://secure.nspcc.org.uk/mo...