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3rd – 5th July 2017
The Barbican

Increased giving through optimised online donation journeys – Alzheimer’s Society case study

: Vicky Reeves

Vicky Reeves explores how Alzheimer's Society engaged both internal and external stakeholders in a user-centred design process and how key research tasks contributed to the final product.

Alzheimer’s Society wanted to make donating online as instant, easy and secure as possible for their supporters in order to drive an increase in online giving.   

They approached my agency Addition, part of WPN Chameleon, as we work with many leading charities to help improve their online donation experience to maximise income. 

The first thing we did was research!  As the charity had limited insight into the motivations of its online supporters, the team undertook a number of activities including stakeholder interviews, a competitor review, end user interviews, usability study of existing donation journeys and a stakeholder workshop including SWOT analysis.

We then gathered internal organisational requirements — from supporter care, finance, digital, data and IT — and combined all these learnings with our extensive online donation experience to create a working, device responsive.

Working closely with a variety of teams across the charity, including brand, the team created a modern and user friendly design that captured all previous requirements and met the needs of the brand.

The implementation that followed was on Addition’s donation platform and allows supporters to make donations much easier, and quicker, than before, with a reduced number of clicks and fewer data fields – regardless of their chosen device.

Back end administration and integration with the CRM has also been streamlined, making it easier for the team at Alzheimer’s Society to set up and manage campaign-specific donation journeys to optimise maximum conversion rates and gift values.

Alzheimer's Society Donation rebrand


The results have been incredible – Alzheimer’s Society have seen a consistent 72% increase in donations Year on Year and the conversion rate has jumped from 22% to 65% which is well above the charity industry benchmark of 36%.

New payment methods like Donate with Apple Pay have also been introduced, simplifying the donation process even further for Apple users.

This project has since been shortlisted for ‘Best Use of Digital’ at the IoF National Fundraising Awards, something that everyone involved with the project is immensely proud and excited about!

Vicky Reeves, Managing Director - Digital, Addition

Emily Sturdy from Alzheimer’s Society and Vicky Reeves from Addition will be presenting the case study at the Fundraising Convention – “The journey is the destination - how Alzheimer’s Society put their online donors in first class” 


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