Doubling donations through matching
Charitable Impact is a platform that connects donors with charities. Sometimes, organizations or large donors offer donation matching to boost fundraising for a charity or group they want to support. How does the presence of matching affect how much donors choose to give, and what are the implications of that behaviour on our design choices?
It's common knowledge in the charity sector that donation matching incentivizes donors to increase their gift amounts. Donors are heavily influenced by opportunities to maximize their giving. Therefore, it's very important that donors know when it's available and understand its' parameters and constraints.
Anecdotal evidence from our customer support team showed that users found matching on our platform confusing. Because of this feedback, it was important to do a thorough exploration on our matching flow. Our aim was to identify users' most prominent pain points, which would then inform which solutions could be most effective.
After multiple rounds of usability testing, I made three key recommendations that helped improve the finalized design:
Adding information about matching during all steps of the giving process
Placing matching indicators within users’ line of sight to combat inattentional blindness
Simplifying the way we explained matching
I decided to use remote, unmoderated user testing to uncover pain points in the donation matching flow. I decided on this method because:
Testing on non-users removes some level of bias and expertise with using Charitable Impact. Because I was testing for general usability and comprehension, I wanted fresh eyes.
There were constraints with time and budget that I needed to work within, and unmoderated testing allowed me to quickly test multiple iterations of the proposed design.