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Donor UX, applied guidelines

Donors user experience and user journey guidelines for charity organizations

Written by Lars Englund

Paper category

Master Thesis


Computer Science




Thesis: Why do people’s donations to charities affect and affect the mutual care of human beings? The subsequent nds summarized the current knowledge of the scientific community. Altruism and warm light Altruism, or selfishness, is a universal concept of giving something to others without expecting anything in return. Humans are the only animals that do this, and there are some examples of other animals helping each other, but only if the individuals are genetically related [14]. Altruism was previously regarded as the only reason for people to act voluntarily. Later studies described this phenomenon as warm light [15, 16]. The warm light is the good feeling you get when you do something good for others [17]. Modern research shows that the combination of altruism and enthusiasm is the reason why people make contributions to charity [18]. The public recognizes that some people contribute to charity in order to perform better in public [19], but there may be some exceptions. In our first seminar (see Method 4.1), some participants described the opposite behavior, namely not giving money to beggars because it would attract the attention of people around them. Donate to charity to express their gratitude [19]. Assume that this is not the common situation in this article, because the selected target group is young, not poor, and usually has some kind of social safety net. Value creation is just like in any activity or purchase. It is important to create some value for the donor. The most important customer value charity is knowing that the money actually makes a difference in the sending of the recipient [20]. This motivation is also found in the survey results (see Section 4.3). If a person has supported a charitable organization, the possibility of this person making a contribution again is very high [21]. 2.2 What affects people's ability to donate How do people reason at the moment when they might donate? Is convenience important for people to influence each other? Community This is similar to the "public recognition" motivation described earlier, but from another perspective; if all your friends and family members are doing something, then your behavior is likely to be similar. Both peer pressure and bringing people together can be used as effective tools when influencing people's decisions. Examples of commonly used digital platforms are Facebook, Twitter, and Instagram. Research on social loans shows that, compared with facing the situation alone, when people around do not intervene, humans will not participate in helping a single victim [22]; this is also known as the "bystander effect". This may be the reason why people in the city are unlikely to contribute because other people around them are busy with daily affairs. The faster the conversion of environmental factors, the smaller the threshold, the better [23]. In order to make donation as easy as possible, two very important factors are time and convenience. The shorter the time and effort required to donate, the greater the possibility of a transaction. This may be why physical cash has always been a popular way of charitable donation, because it only takes very little time and all you need to do is open your wallet. Supply and demand. People provide the resources they have, and they think it will make a difference [23]. For example, people who work long hours to make money donate money; on the other hand, students may have a tight budget, but they can contribute working time as volunteers. Compared with the income they own/earn, people between the ages of 20 and 30 who live in cities contribute the least to charity [23]. Well-intentioned messages If the message conveyed to the donor shows child hunger and similar unpleasant situations, the donor is unlikely to contribute and show compassion [24]. Charitable organizations should aim to promote feel-good messages and show hope to those in need. 2.3 It is important to draw attention to "break through noise". One of the characteristics of digital natives 1 is that it is more difficult to get their attention; \marketing and large-scale fundraising exchanges. Consumers below the baby boomer generation are increasingly either ignoring or actively protecting themselves from the "disruption" methods that many of our large-scale fundraising strategies rely on. Whether it is by opting out of cold email and telemarketing, or just having the confidence to say a polite but "no" in a street fundraising event. "-Miller [3] Personalization In order to emotionally inspire possible donors, it is best to show the main personal problem separately [23]. People are more likely to think of this and will not be overwhelmed by the severity of the problem, thus Suppresses possible despair. 2.4 Feedback to donors Donors usually want to know where the money they donated is going to [7, 20]; why feedback is important, and the different ways to provide feedback are as follows. Economic benefits\recruiting new The cost of donors may be 10 times that of retaining existing donors. Therefore, the department has to work harder to retain existing supporters."-Holloway [2] Potential tone messages that make the recipient feel good are statistically more likely to trigger a dark tone response [25] [24]. Read Less