Challenge: A complicated process to donate through the website
In today’s era of technology, a website is a primary tool for every business and organization to achieve their goals, and fundraising organization is no exception. Fundraising itself always challenging and it is more challenging if the platform they use to fundraise isn’t effective. PKPU as one of the philanthropy organization in Indonesia which is focusing on managing humanitarian fund already had an online presence and gain the humanitarian fund through their website, yet they think the user experience on their website wasn’t effective enough to entice users to explore the site and donate through the website. Moreover, the journey to donate to their website was too complicated and puzzling. For that reason, PKPU tapped Suitmedia to revamp their website and bring an easier journey for users to donate.
Solution: Giving the donors a seamless experience through a better information architecture and interface
Successful fundraisers have one thing in common, their donors trust them. Trust is a key in any relationship, and this also includes the relationship between a donor and fundraiser.
In today’s digital society, building digital credibility is important to gain trust and website is a vital place for a non-profit to gain trust from their donors. The website’s information architecture, interface, and its ease of use will become crucial factors that determine whether the site is trustable or not.
As the first step in building trust on the PKPU website, we organized the information architecture of the site and made it simpler to make digital giving easier so that PKPU can raise more funds for their charity and entice more volunteers to help the people in need. Then, we prioritized on what most important information that is needed by the potential donors.
Before the website development process, we found that the organization's mission, goals, objectives, and work was by far the most important information that people want to see on non-profit websites. Non-profits would collect much more from their websites if only they'd clearly state what they are about and how they use the collected donations. For that reason, we put a clear message that portrays the PKPU’s objectives, mission, and their concern on the new website through compelling banner images on the homepage. That information also strengthens by information of the positive impact that PKPU have created to the society on the next section.
Then, we brought the information of PKPU’s ongoing programs and directly put a button to donate in each campaign so the potential donors can have a direct and fast access to donate in the campaign that resonates with them. Donors will be stay informed of the activities of the organization and new users could also catch up on the activities of the PKPU’s past efforts. Users also can see the campaign updates and an inside view of the campaign progress. Making the mission and actions of an organization clear and well-articulated help the organization’s story resonate with potential donors.
Beside the information flow, we also have found that the design and user-experience contribute profoundly to the success of online fundraising and non-profit websites. The website’s ease of use encourages giving by reducing frustrations of interacting with the organization online. To make the site easy to use by users, we used the idea of simplicity by removing unnecessary elements or content that does not support user tasks. We created an interface that subtly guides users from where they are to where they need to go through the use of several elements such as colors and visual hierarchies that are simple and effective. We also keep the registration, donation, confirmation, and volunteer form simple, clear, and trustworthy so that users won’t be overwhelmed or feel burdened when they’re filling the form.
The new website of PKPU, with well-articulated objectives, minimalist interface, and simple user journey, has been successfully building trust from the potential donors and volunteers to the organization so that more humanitarian programs can be done to make a difference in the world.
