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G I V I N G M O T I VA T I O N E X P E R I E N C E RICH FULLERTASNEEM DALAL
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The solution: The Bright Funds giving motivation experience is a package of additions to the current Bright Funds platform to motivate users to make donations on a regular basis. It takes advantage of corporate competitive crowdfunding using incentives and social integration to encourage employee engagement.
Giving Motivation ExperienceThe challenge: To make people donate periodically to causes they believe in.
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P L A N N I N G
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User Research
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User Research
Online survey + in person interview = 65 people
Of the 60 people interviewed only one person did not donate. People donated based on various rationals but very fewdonated or allocated money for donation spread over a 12 month period.
Key Findings
Emotional
Evidence of donation impactSocial factors
Company matching
Specific causeTax benefits
Salary percentage
ReligionCurrent world events
Direct Impact. Incentives.
Method:
Opportunities Identified:
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User Research & Affinity map
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Principles
Incentives/ what do I get out of it/ Direct Impact?
Evidence of donation impact.
Social recognition.
Emotional connection.
Pragmatic approach.
5 key principles:
Motivation strategy approaches:Lucky - make people realize how fortunate they are comparatively
Give up - if you’re doing something everyday, give up one day and donate that amount
In addition to - instead of giving something up, donate one days worth
Group involvement - Working together as a group to have a greater impact
Incentives - give to get. What’s in it for the individual. Company incentives.
Corporate Competitive Crowdfunding - gamification and social media to boost employee engagement
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OmazeStrategy: online charity raffle for a chance to meet a celebrity or go behind scenes on a show.
KivaStrategy: microfinance
Global Rich ListStrategy: Income calculator
Giving what we canStrategy: Income calculator
InsteadStrategy: Micro donation = macro impact. Give up something small and donate that amount.
Rich list, UKStrategy: Income calculator. Make people realize how a small amount can make a difference.
Competitive Analysis
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MicrosoftStrategy: 65% employees are involved in the community.
BenevityStrategy: A for profit company which helps companies to make a difference while achieving greater business impacts from their cause.
TruistStrategy: customizable web based corporate philantrophy platform.
JK GroupStrategy: Provides services for corporate social responsibility
CausecastStrategy: Competitive corporate crowdfunding
http://www.triplepundit.com/2013/07/unrealized-potential-workplace-giving/
http://givingpartner.charity.org/sites/default/files/documents/Campaign%20Manager%20Best%20Practices%20in%20WPG%20FINAL.pdf
http://online.wsj.com/news/articles/SB10001424127887324009304579041231971683854
http://nonprofit.about.com/od/fundraising/fr/The-Science-Of-Giving-A-Review.htm
http://www.theguardian.com/voluntary-sector-network/2013/feb/06/charities-encourage-giving
http://freakonomics.com/2013/10/10/how-to-raise-money-without-killing-a-kitten-a-new-freakonomics-radio-podcast/
http://www.npr.org/blogs/money/2013/08/23/214210692/the-charity-that-just-gives-money-to-poor-people
Further Reading...
Competitive Analysis
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Allen is a software engineer at LinkedIn with some disposable income. His workplace recently
signed up with Bright funds and an account has been set up for him. He opens his account
and is willing to donate since his company supports some organizations and matches the
donation amount.
“I might give if there are practical reasons like company matching, incentives and tax benefits.”
Age: 25Marital Status: SingleCompany: Zen PayrollJob: Software engineer, $120 K
Motivations:simple living, practical and analytical approach to life decisions
enjoys spending some money on technical gadgets, car, gaming and computer equipment
Pain points:Has no idea where his money is going and how it’s allocated
Lack of trust in charitable organizations and how they’ll use the money
No knowledge about company matching policy and tax benefits
What’s in it for me?
emotional practical
idealist pragmatic
Drivers:
Personas
Allen Turner
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Jennifer is a mother of two and started her new job recently with Genentech as a sales rep.
She donates 3-6 times a year to support her friends and family for specific causes such as
breast cancer and speech Apraxia which she has an emotional connection to. Genentech has
an account with Bright funds where she can support a diverse group of highly effective non-
profits where she can keep track of her donations and be consistent.
“I want the world to be a better place for my kids so I’d give to causes I connect with emotionally.”
Jennifer Stevens
28 - Male - Software Developer
Motivations:connecting with people socially
spending time with family
Pain points:Not motivated to give if she cannot see the impact of her donation
Wants to make a difference but isn’t sure her amount will have an impact
Is motivated to give but wants to get others involved, make it social
emotional practical
idealist pragmatic
Drivers:
Personas
Age: 34Married with two kidsCompany: GenentechJob: Sales Rep, $140 K
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D E S I G N S P E C I F I C A T I O N
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Concept Model
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User flow
Company signup
Create incentives
Employeesignup
Onboarding experience
Individual profile
Incentives information
Company giving stats
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DASHBOARD
PERSONAL GIVING WORKPLACE GIVING
EMPLOYEE/ PERSONAL PROFILE
YOUR IMPACT
YOUR FUNDS
YOUR ORGANIZATIONS
DONATE STRATEGY
YOUR WORKPLACE STATS
COMPANY INCENTIVES
FIND CAUSES AND ORGANIZATIONS
RECORD OUTSIDE GIVING
INVESTMENT AND TAX HISTORY
RECURRING PAYMENT SETUP
CONTACT US
GIVING AND VOLUNTEER INCENTIVES
FUNDRAISING CHALLENGE
COMPANY PROFILE
ADMIN SETUP
EXISTING PAGES OF WEBSITE
NEW PAGES ADDED TO WEBSITE
Site Map
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Design Iteration
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User Testing
Method:
Usability Findings
Early paper prototype testing to validate concept, and low fidelity prototype testing.
-Interactive map interaction improvements-CTAs for donating and joining challenges could stand out more visually
Opportunities Identified:-Users wanted to see more location data of their donation impact-More evidence of company collaboration in various sections-Social [pressure] to encourage engagement
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Key Screens
http://share.axure.com/ODZ8OA
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3
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Navigation sections
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Interactive global reach map4
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Company branding addition
CTA with company matching reminder.
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Key Screens
http://share.axure.com/ODZ8OA
1 Company statistics
2 Global Reach for company
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4
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Key Screens
http://share.axure.com/ODZ8OA
1 Giving challenge statistics
2 Challenge details section
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2
3
3 Join challenge CTA
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Key Screens
http://share.axure.com/ODZ8OA
1 Animated infographic
2 Company incentive details
3 Donate CTA
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2
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T H A N K Y O U RICH FULLERTASNEEM DALAL
NEXT STEPS:
1. WORK OUT A FLOW FROM THE ADMINISTRATIVE SIDE TO ENTER INFORMATION ON THE INCENTIVES AND FUNDRAISING CHALLENGE.
2. EMPLOYEE TO BE ABLE TO SUGGEST A CHALLENGE.
3. CREATE A CATALOGUE OF INCENTIVES.
4. INTERNAL TEAMS IN A COMPANY BEING ABLE TO SET UP A GAME/ CHALLENGE TO PLAY AGAINST EACH OTHER AND THE MONEY TO BE DONATED TO CHARITY.
5. SET UP VOLUNTEERING PROGRAMS.