What each example does well:
- A clear and easy-to-navigate landing page.
- Straightforward donation process.
- Emotive and informative content to increase connection.
Use of visuals
UNICEF do many things effectively, but their use of imagery and video is best of all.
These forms of media evoke various emotions in potential donors, from sadness to hope, and most importantly familiarity.
Their primary focus is on photography and documentary-style footage to show the reality of the issues at hand. They also make good use of infographics to encourage donations, showing progress and potential.
These kinds of images work for countless charities. You may be put off thinking a comprehensive knowledge of camera work and editing software is too big of an ask. Fortunately, it isn’t half as tough as it seems with the software and tutorials available online.
Another charity doing this well: Action Aid
Innovative payment methods
The donate button isn’t in your face as the first thing you see when you first go onto the NSPCC website, but it is carefully placed in the same position on every page so that you always know where to find it.
Once you go to the donate page, you’re offered suggested amounts to give straight away, from little to large, and then if you scroll further you are given even more options…
You can donate by switching your energy provider, donating your car, or buying and selling on eBay. By collaborating with for-profit organisations to establish a mutually beneficial arrangement, the NSPCC have increased awareness, trust and donations by being fully accessible and user friendly.
Another charity doing this well: Age UK
Informed and relevant website content
The nature of work done by Amnesty International means they are always producing hard-hitting, relevant content that strives to make people realise the importance of their cause.
Like so many charities, Amnesty International aims to help people who aren’t necessarily in the best position to help themselves.
By posting specific cases and examples that tap into human understanding they have managed to get millions engaged as both donors and volunteers.
Another charities doing this well: Children With Cancer
The RSPCA is a hugely popular charity, driving traffic beyond just potential donors to the website. Beyond encouraging donations, they also give clear guides on adopting animals, provide services for current pet owners and examples of adoption success stories.
Providing such information means the charity appears as much a service as it does a charity. This encourages people to explore the site and drives traffic into conversions effectively.
Another charity doing this well: The British Red Cross
Using data effectively
The British Heart Foundation handles large amounts of sensitive data on individual cases of heart disease. They use the data to produce information that can be shared to inform the public about causes, prevention and tests.
Handling certain data with great sensitivity while publishing what is important means they have to be specific not just on what they collect but also on what is analysed and how it is distributed.
This is the case for many charities and involves great employees as well as great software to help you make the most of the information you collect. A good CRM is crucial, while data visualisation tools can also be of great use too.
Other charities doing this well include: Children’s Society
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