How to re-imagine + re-launch your fundraising program
Nonprofits adopt DIY (Do-It-Yourself) programs to attract supporters who have a variety of interests and activities that could become fundraisers. Whether it’s pickleball, birthdays, or memorials, nonprofits want to provide supporters with a simple way to set up their fundraiser and start collecting donations. Sometimes nonprofits struggle to determine the best options to offer that align with their supporters. You want to offer enough choices to represent your base without overwhelming them with too many choices that lead to decision paralysis.
So, how much is too much — or too little?
ASK YOURSELF: ARE SUPPORTERS SEEING THEMSELVES IN YOUR DIY PROGRAM?
The ALS Association asked Streetlight Digitial to give their DIY website (Defeat ALS Your Way) a makeover as they moved fundraising platforms. This was our approach:
First, we conducted a robust UX audit of their existing website and program brand.
The ALS Association had two DIY options on their existing site: Start a Memorial Page and Get Creative. We had to ask ourselves and conducted interviews with staff to answer the question, “Are supporters seeing themselves in these options?”
We reviewed the platform features and confirmed that we could meet the necessary accessibility requirements and determine the functionality available for a variety of promotional strategies.
With this information in hand, we shifted the Defeat ALS Your Way program from two options to four. Each option addressed a different activation and provided the ability to customize and segment messaging based on their chosen DIY fundraising category.
The ALS Association Defeat ALS Your Way re-designed landing page
We wanted to create a clear call to action and eliminate the number of pages supporters visited to start fundraising. Each option has a corresponding page with limited copy and a straightforward way to get started and fundraise.
MARKETING YOUR DIY WEBSITE
With any program redesign comes the opportunity to market the new look and experience to supporters. For the first time, The ALS Association’s Defeat ALS Your Way program will have a comprehensive marketing plan to include emails and paid social/search to drive new supporters to the site and coach fundraisers. Having distinct fundraising options allows Streetlight Digital to create a tailored marketing plan for each area of interest and target those supporters to ensure that they see themselves in the content.
WHAT’S NEXT?
Want to chat about your peer-to-peer fundraising website? We do makeovers. Reach out to us! We’d love to help.