NextGen rollout was increasing but donations were decreasing at the same time.
Rising inflation and cost of living was also believed to be playing a large role in decreasing donations.
Having been approached directly by the head of the Give for Good charity, I was already made aware of the issues they were facing. Due to the many organisations that the charity helps to fund, I needed to devise a list of the main goals requiring a solution as efficiently as possible.
1. Stop the weekly decline in roundup donations.
2. Aim to drive those donations back up to their original figures, if not, exceed those numbers.
3. Focus on the longterm planning of Round Up across all of the NextGen platforms - Web and App.
By the end of the second phase, we saw an almost .4% increase in Online Credit Card Donations with an increase of almost 10c for the average donation per order through web. This resulted in Give for Good’s weekly income increasing back to the level it was before the change to NextGen ensuring that commitments to charity partners could be met into the future. It also highlighted future opportunities to create a better CX experience for Give for Good customers and was the first step in working together and planning future projects.
The redesign of the Round Up feature had positive results, with all of our goals being completed, as well as my hypothesis being supported. The other main takeway was the relationship of donation decreases to inflation rises, and recognising that it is not always possible to provide a solution for all scenarios. Though donations did rise again, there was a clear pattern of rate rises = donation drops.
But by creating a 3-Phase approach, this would in turn help to create a long term solution moving forward for the charity that the likelihood of being able to adapt to a changing social consumer landscape was much more likely than just an immediate ‘quick fix’.