NSPCC online giving revamp triggers surge in donations

The NSPCC has hailed an overhaul of its online donation platform, after witnessing a 28% increase in the conversion rate for monthly donations and a 13% rise in single donations in a pilot programme.
In an effort to boost online donations, the charity briefed WPN Chameleon’s digital team, Addition, to revamp the experience for new and existing supporters.
The NSPCC 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.
Addition helped the NSPCC identify improvements, with an engaging and simplified donation journey as well as new payment technologies including ApplePay, Braintree and PayPal, designed to make donating easier and more convenient. The backend integrations were also streamlined to reduce internal admin and management.
Using Addition’s donation platform – which is both GDPR and PCI compliant – the donation platform has been heavily mobile optimised and enabled the charity to handle the scale of donations made during the Christmas period, while allowing for future flexibility and ongoing optimisation.
It also ensures the NSPCC is able to track supporter donations and improve their user experience with tailored content for campaigns, providing a more inspiring and engaging giving experience.
Addition put its donation funnel through A/B testing during December to determine performance against the NSPCC’s previous donation funnel.
NSPCC senior digital manager Sam Keith said: “We are really pleased to have launched this new donate platform, especially as the initial results are so encouraging. Addition has been great to work with, taking the time to understand our internal challenges while always striving for the best solution.”
Addition managing director Vicky Reeves added: “The way people now choose to donate has changed and with new payment technologies, second screening and heavy mobile use, this new donation experience now provides supporters with frictionless giving and greater flexibility and choice.”