Personalizing a Donation
Nonprofit | Personalization | Increased Engagement | Human Centered Design
With more diverse opportunities for nonprofits the national marketplace than ever before, Nonprofits are no longer defined by the impact they have but the experiences they provide. By understanding the motivations and desires behind donations Heifer International was able to personalize the way people give. |
The business:
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Heifer International’s mission is “to end hunger and poverty in a sustainable way.” Working in 19 countries, Heifer’s model depends on donations and partnerships. These donations directly impact farmers and their communities. By building social capital via increasing income, improving food security and nutrition, while protecting the environment, Heifer has directly impacted the lives of nearly 43 Million people.
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The challenge:
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Traditionally Heifer International Donors, “give a gift in honor” and receive a personalized card as a physical manifestation of that gift. Unfortunately, the digital process for giving in honor and sending the card are complex and inconsistent. This confusion reduces the likelihood of repeat “gifts of honor,” stifling the impact Heifer donations can have on the communities they serve.
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The approach:
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Focusing on Human behavior I first worked with Heifer’s Operations and Customer service teams to better understand user motivation behind “giving in honor.” It became quickly apparent that many users “give in honor” with the intent of sending multiple cards, and immediately hit frustration when they realize, one transaction equals one card. Additionally donors often change the method in which they want to inform the recipient of the gift.
We used personalization to keep track of what donations were given and in honor of whom. The donors could then select their recipient from a list of recent donations, or type in their own unique addressee. This allowed users to use formal names, while sending a card that was more personalized. We also followed eCommerce design patterns, allowing users to select their preferred delivery method (mail a physical card to the donor, mail a physical card to the recipient, email a digital card, print a card at home.) This meant users were able to customize and see their card before sending it to the recipient.* *Later we added the ability to edit and add delivery methods within the donor’s order history. |
The results:
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By focusing on removing the 1:1 donation to card ratio, and allowing donors to select and modify their card delivery method we reduced friction during the "giving in honor" process. Ultimately increasing engagement with honor cards by 16% .
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