The V Foundation for Cancer Research:
Sustaining Gift Conversion
Project Description
In order to further the goal of converting more one-time donors into sustaining donors, Charity Dynamics and The V Foundation worked together to create, design and develop a recurring donation lightbox ask for The V Foundation’s main donation form. The recurring donation ask lightbox triggers only when donor is about to make a one-time donation. The user is given the option to continue with their one-time gift or switch to a monthly gift prior to final donation confirmation. The ask amount for the monthly donation is dynamic based on the amount of their initial one-time donation.
Project Details
Client The V Foundation for Cancer Research
Skills Strategy, Development, Technology
Challenge
- Generate more overall donation revenue through an increase in the number of sustaining gifts
- To create a monthly donor call-to-action without creating a one-time gift barrier
- Make the solution work with current donation forms on the Blackbaud Luminate platform
Approach
- Worked with The V Foundation’s design team to create a UX that works in the Blackbaud system and on all devices
- To provide the user with a logical and dynamic monthly donation suggestion while also allow the user to update the monthly gift amount within the lightbox
Outcome
- A streamlined user experience which encourages conversion of one time gifts into sustaining gifts without creating additional barriers to making a gift
- A monthly donation call to action is now in place if a user is trying to make a one-time donation under $1,000