Redesigning Children Believe Non-Profit
Goal:
Increase donations to “Children Believe” to help empower children, families, and communities worldwide to overcome poverty and injustice.
Challenge:
How can the social impact organization "Children Believe" effectively communicate their value and inspire people to take action towards positive change?
Abstract
ChildrenBelieve is a well-known non-profit organization that is dedicated to improving the lives of children, families, and communities around the world. As part of our project, we conducted a thorough evaluation of their website, focusing on its usability, user experience, and effectiveness in engaging potential donors. Through careful analysis, we identified ways to increase donation potential by going beyond traditional metrics and examining the website's communication strategies. Our recommendations were tailored to appeal to Generation Z and Millennials, recognizing the changing landscape of philanthropy. By refining donor demographics insights and implementing targeted communication and design enhancements, we aimed to stimulate engagement within these key demographics and foster a culture of proactive giving.
My Role:
UX/UI Designer, UX Researcher, Prototyper
Timeline:
1 Week, 2024
Tools:
Figma, Google Docs, Slack, Canva
Device:
Desktop Website
Team:
Anna Gutowska, Karen Hendry, Stu Mitchell, Maymun Said
Secondary Research
The data highlights promising potential in Millennials and Gen Z for increased charitable support, despite the demographic contrast with the average age of donors, which is 64. While financial constraints (55% cite affordability) exist, there's willingness to contribute when trust and information are present. Many believe that even small contributions don't matter, but they can make a significant impact. Therefore, it's crucial to find effective strategies to encourage their support.
Canadian Generation Z and Millennials prioritize convenience and experiences in their spending habits. With 68% of Gen Z and 54% of Millennials allocating their food budget to dining out and delivery services, and 40% of Millennials opting for coffee shop purchases, their preferences shape consumption trends. Despite comprising only 29% of coffee drinkers, Gen Z and Millennials significantly impact the market.
The Question
How might we give Millennial and Gen Z donors transparent communication about the positive changes a small donation can make in order to encourage them to donate an amount that’s affordable to them?
Persona
Sketching Ideas:
My unique contributions to team brainstorming
Design strategy
Strategy Part 1: The goal is to showcase the impactful change even a modest donation can bring about. By drawing parallels with everyday expenses like the cost of a weekly coffee, we aim to engage younger generations, including Gen-Z and Millennials, in philanthropy. Many in these age groups are unaware of the potential impact of their contributions and would be inclined to donate if they knew. Research has revealed that many individuals from these age groups would donate if they believed they could afford it, but they are unaware of the impact a small donation can have. The objective is to raise awareness about this and inspire more individuals to participate in making a difference through small acts of giving.
Strategy Part 2: By presenting the effect of every donation, we can provide a clear picture of its impact. This allows potential donors to choose the amount they wish to donate and see the corresponding impact that their donation would have. This option is also available for subscription with smaller amounts, where donors can choose any amount and any number of months, and the total impact will be summed up.