Donation form experiments with Mind

Mind came to us with a hypothesis that their donation form could be doing more to support their important mission - read on to find out what we tested, and what we learned.

Mind

22 Apr 2024 2 mins read

Digital marketing Data Charity & non-profit

Lady holding megaphone wearing Mind jacket

The outcomes

13% Increase in average donation.
10% Rise in donation revenue.
17% Increase in donation conversion rate.

Introduction

Meeting the surge in demand for support and services

Mind, a charitable organisation dedicated to mental health support, relies significantly on donations to fund their crucial work. These contributions come through various channels, including bake sales, marathons, and notably, online donations via their website's donation form. With an ongoing increase in demand for their services, Mind hypothesised that optimising their online donation form could significantly impact their fundraising efforts, enabling them to better meet the surge in demand for support and services.

The challenge

Evolving donations with Mind

Over our seven-year collaboration with Mind, we've witnessed a steady rise in demand for their services. To address this, Mind aimed to:

Maximise donation inflow
Ensure the donation process was accessible and trustworthy
Embed a model for ongoing testing and improvement
Implement design changes based on real supporter feedback

Mind's strategy focused on making incremental, data-informed adjustments to their donation journey.

Our approach

Strategic experimentation

Our initial steps involved gathering insights from previous usability testing and design reviews to identify potential areas for improvement. By prioritising these insights, we developed testable hypotheses to guide our experimentation. This involved a detailed examination of the donation process on Mind’s website and the pathways supporters might use to make donations.

We prepared for experimentation by reviewing existing analytics and setting up necessary tools and frameworks. Given the continuous nature of Mind’s activities, we designed a strategy which enabled us to run our experiments alongside their ongoing campaigns and updates, including a significant migration to Google Analytics 4.

Our experiments ranged from testing different donation amounts and page layouts to better understanding the sources of donations. Each test was designed to not only improve immediate outcomes but also provide insights for long-term strategies.

The results

The experiments led to significant improvements

A 13% increase in the average donation amount,
A 10% rise in donation revenue,
A 17% increase in the donation conversion rate.

These outcomes not only demonstrate the immediate benefits of our targeted changes but also highlight the value of a culture of testing and continuous improvement. Through collaboration, we were able to refine Mind's approach to online donations, aligning closely with their strategic goals and enhancing their capacity to support their mission.

Next steps

Insights to inform future strategies

Our work with Mind has laid the groundwork for a sustainable approach to enhancing online donations through continuous testing and improvement. The insights gained from this project are set to inform future strategies, ensuring that Mind remains well-equipped to support their important work amidst growing demand. Our collaboration has not only yielded immediate benefits but has also strengthened Mind's capacity for data-driven decision-making and strategic planning for the future.

Personally, I'm over the moon with what we've achieved here; I think we took a calculated risk, but in doing so we've proven irrefutably that we can make an impact, and this is the buy-in I need to move the conversation forward towards defining a fully fledged experimentation program at Mind. So thanks again and I look forward to building on this success!

Adam White Digital Insights Manager, Mind