Animal charity Battersea has doubled its income through online donations after switching to a new giving platform during a three-week trial.
The charity ran a trial over the crucial pre-Christmas fundraising period in a split test which saw WPN Chameleon’s online giving platform goDonate go up against its previous platform.
It found that goDonate, which has been developed by WPNC’s digital product studio Addition, generated 63% more transactions than the old platform and garnered 35% more income. There was also sharp increase in the number of people starting and completing a donation.
It is claimed that goDonate gives Battersea a more flexible way to change campaigns, depending on appeals that require support at a specific time, while also underpinning a personalised experience for donors and potential donors.
The platform also allows the charity to create campaign-specific journeys with campaign messaging throughout, donation type, flexible fields and donation amount calls to action – rather than a requirement to involve WPNC in development.
Meanwhile, site visitors can be directed from online advertising or an email campaign straight to a donation landing page and journey featuring tailored messaging and content.
The charity is now using goDonate to manage monthly donations for its Sponsor a Kennel campaign. Supporters are sent follow-up emails featuring updates about their chosen kennel or kitty cabin.
The donation platform integrates with Raiser’s Edge CRM, Rapiddata and Adestra for email delivery.
Battersea head of digital Lauren Rayner said: “We are really pleased to have launched the new platform and receive such encouraging initial results. WPNC are great to work with, helping us create better experiences for people who wish to donate in new and innovative ways.”
WPNC managing director digital Vicky Reeves added: “Battersea wanted to simplify and improve the online giving experience for its supporters with a more engaging donation journey, and offer greater choice using the latest payment technologies.
“It was also important to give the charity the flexibility of deploying campaign-specific journeys, which goDonate delivers. We’re thrilled with the test results, particularly at such an important time of year for the organisation.”
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