A modernized approach for an evolving brand

Donation Form

We wanted to create an experience on MADD’s main donation form that was highly emotive, reflected their modernizing brand and reinforced the impact a supporter can make with their gift.

Tests & Optimizations:

• Tested a new donation form with a stronger headline, copy and image
• Added an option for donors to cover credit card fees
• Implemented Double the Donation so donors can search for corporate matching gifts
• Simplified mobile user experience by adding functionality that allows the donate button to hold a consistent position while the user scrolls

Since these optimizations to the donation form, the site ecommerce conversion rate has nearly doubled, more funds go directly to the organization’s mission thanks to “cover the fee,” and annual digital revenue is at an all-time high. 

Homepage

We know that users tend to get overwhelmed when presented with too many options on a homepage, bypassing them altogether. We worked with MADD to simplify their homepage with a fresh new look, while optimizing the user experience.

Test & Optimizations:

• A/B split testing a static image with a donate call to action vs. a rotating carousel in the main feature area
• Adding a branded icon to the Donate Now button to help it stand out
• Adding an email sign-up widget to build the email list
• Integrating an interactive giving widget under the main feature space

The static image test version on the homepage proved to be the most successful, getting visitors into the giving funnel more efficiently. This optimization paired with the other modifications made contributed to an increase in revenue and a boost to the email file size.

Monthly donor conversions

Monthly donors are a critical part of any program, and we set out to draw more attention to monthly giving as an option to improve conversions.

Tests & Optimizations:

• A/B split testing on the main donation form with two different button treatments
• Adding a monthly giving pop-up to the donation form that calculates a recommended gift based on the donor’s selected one-time gift
• Creating a five-email drip campaign to improve conversions for qualified candidates

Since these tests and optimizations, recurring gift transactions have gone from making up 4% of gifts to an average of 30% of gifts per month.

Optimizations lead to experimentation

With our optimization and testing-first approach, we were able to help MADD transform their digital program in a modern and impactful way. From there, we began to experiment with new and cutting-edge technology to see how donors responded.

The RKD and MADD team worked together to come up with an innovative creative solution that would immerse the reader in the MADD mission. Through the use of an animated GIF in email, the reader was shown a video collage of the impact of drunk driving and how it impacts victims.

The use of motion and animation provoked the reader to click to learn more about the technology that can be used to stop these terrible crashes from occurring. Recipients clicked through at rates equivalent to or better than those typically achieved for major events like #GivingTuesday or Year End. The link took readers to a custom donation form with corresponding creative and copy.