How the Norwegian Cancer Society doubled its online income.
Presentation at the spanish fundraising conference september 2013 (#congresoaefr), organised by Asociación Española de Fundraising. The presentation tells the story of how the Norwegian Cancer Society doubled its online income by thorough focus on interaction design on the new website.
8. @BeateSorum http://about.me/beatesorum
The new Cancer Society
website was A Big Deal
• 6 year old website
• 6 year old back-end
• 6 year old editorial structure
• Innumeral stakeholders
mandag 30. september 13
12. 1. Ensure support for patients and next of kind
2. Increase knowlegde about cancer and prevention
3. More people using our services, online
4. Improve the NCS reputation
• (Hereunder raising more money and recruiting more members)
@BeateSorum http://about.me/beatesorum
Website goals
mandag 30. september 13
36. Foto: Flickr-bruker Lancastrian CC-BY-SA
But what kind
of conversation
do we want?
Slide by Netlife Research / @idaaa
mandag 30. september 13
37. @BeateSorum http://about.me/beatesorum
Forms as a conversation
• The questions should be a natural
part of the conversation
• If you ask understandable
questions, you will get answers
• Explain why you need to know what
you are asking about
• Follow-up questions are best asked
after the form has been sent
Slide by Netlife Research / @idaaa
mandag 30. september 13
47. Donate now!Recurring gift
Sponsor a
child
Become a
member
Volunteer
Follow us on Facebook Subscribe to newsletter
Order brochure Download app
Join our #Instagram competition
mandag 30. september 13
48. Donate now!
RecurringSponsor Member Volunteer
Follow on facebook Subscribe
Order Download app
Join our #instagram competition
mandag 30. september 13
64. @BeateSorum http://about.me/beatesorum
Why are
members
increasing, when
they are less
prominent?
• Dedicated landing pages
• «No-one» comes from the
front page
• Becoming a member is a
dedicated act - you’re
willing to look for your
option.
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66. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug
250 kr
500 kr Default changed from
250 NOK to 500 NOK
mandag 30. september 13