Royal British Legion

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We are working with the Royal British Legion to ensure that their online presence supports their charitable objectives. It needs to drive awareness of the scope and activities of the RBL, raise funds, illustrate how they are used and also act as a channel for welfare service delivery. Our work enables them to prioritise their online investment and identify the value it brings to the people they serve.

Challenge

Change the online donation process to encourage more contributions.

Solution

Many charity websites do not provide an interface that supports the different ways that people want to donate. This varies depending on a number of issues, such as demographics, income and relationship with the cause.

Our research into charity giving identified that younger people have a preference towards making a quick payment through a PayPal type mechanism, whilst older people with a greater disposable income prefer to set up a direct debit.

We identified a new scheme that could be implemented to support these different consumer formats and help improve conversion and fund-raising efforts through online methods

To put this framework in place, we started with our understanding of the audience – gained through usability testing, one-to-one interviews and an online survey. This gave us a clear picture of the different groups and how they wanted to engage with the RBL online.  These were all detailed as personas to act as living reference documents.

Results

A thorough understanding of the RBL’s audience and a clear roadmap to improve donation.