In philanthropy in Russia is still the user sometimes has to try to transfer the money: copy the details post of graphs in the Appendix of your online-Bank or fill in the fields for the card data on the website of the Fund. From the point of view of the user experience, all this is quite burdensome. I’d say that’s just terrible.
Charity in the mass consciousness of people in Russia still remains an area where much pain and suffering. However, in our opinion, it is wrong. We are trying to implement a product-based approach, which will make communication with the user easier at the level of sense and of action.
The Fund “give life” has always followed the technology and implement all the new mechanisms of fundraising, facilitating maximum interaction with their supporters. We understood from the start that receipts in the Bank — this is a very difficult way for the benefactor. So, in partnership with Sberbank, we launched a charitable Visa card, then connected a short number for SMS donations, set up automatic donations to the Fund via the selected payment system. And when we started to work directly with banks, customers who use online services to generate an additional approximately 5 million rubles of donations to the Fund monthly. This is because they trust us and because it is convenient.
However, all changes very quickly. If two years ago a large proportion of private donations we collected in a short room 6162, over time the number of SMS donations began to fall, and in the first quarter of this year fell by 43%.
We associate fall with the fundamental change of habits. Ask the smartphone user to send an SMS or fill in the fields for entering card data today is akin to a proposal to replace YouTube on TV with six buttons. We understand that in order for the charity has become part of ordinary life, and that’s what we want, we need to abandon the victims. While that is easier for the user to buy something unnecessary than to transfer a small amount to save lives. And especially to make such a transfer regularly.
The complexity of the NGOs in the fact that the introduction of digital technologies need the money. To spend trust funds, i.e., charity fundraising, development of new systems is impossible. Under Russian law, the budget for the maintenance Fund may not exceed 20% of the earmarked contributions. But the Board “give life” originally defined with more strict rules and reduced the cost of Fund before 10%. It turns out that technology e-commerce and digital could help us raise more money, but these technologies can only afford in collaborations with business.
Here are a couple of examples. Environmental campaign of the world wide Fund for nature “Earth Hour” in Russia was supported by many digital companies. “VKontakte” made up a little test on the theme of protecting the planet. “Classmates” launched a widget to let users of the social network was to map environmental responsibility. Service “Yula” promoted free personal ads of people who have registered at WWF. This action caused the action to the attention of millions. Payment system MasterCard has supported the Foundation “butterfly Children” to raise funds for children with a rare genetic disease that destroys the skin. A joint project symbolically called “Help without touching”. On stands placed QR code and a MasterCard with PayPass technology could make the transfer in seconds — not really touching.
We call such projects “corporate volunteering”. In this case, the charitable initiative is not just financial support of the brand, and developing corporate ideas and expertise. When we were looking for a way to increase the number of translations on the Internet, then turned to Aviasales, which in 2015 has already financed the creation of a mobile application of the Fund. Now we wanted to update the app and went to e-commerce, not only for money but for experience. On the second iteration Aviasales worked together with the Studio mobile development Clever Pumpkin.
We changed in the new application? First of all the approach, a motivation for action. We took the example of e-Commerce, where the button “buy”, “order”, “pay” was the main one. We are not a store, but must do so conveniently as he used to. The developers have eased the interface: is the main news of the Fund and three simple steps — to help with money, to volunteer, to donate blood. “Help with money” — in the first place. Implemented Apple Pay and Google Pay — tied the card to the account, each time not to enter card details. Set up push notifications with the report for the money collected. Launched the gamification elements. The user gets the coloring book, drawn by our team. Every money transfer is one of the shaded parts in the figure. The app motivates to finish coloring and sharing in social networks.
Only thanks to these simple changes, the amount of donations per month increased by 20%, and the number of transactions by 30%. Today mobile app accumulates from 1 to 1.5% of all revenues of the Fund, and that up to 1.5 million rubles per month.
In the future we plan to develop gamification, more to send notifications and to adapt the tools of e-commerce in the fundraising. According to our estimates, the mobile application can collect up to 18 million roubles a year.
We, as a Foundation, it is important to get regular donations to help the user once set up comfort mode contributions to the Fund, for example, a fixed amount or a percentage of income, and further translations have been automatically for a year. The ideal is to achieve such interoperability, to aid became commonplace, like calling a taxi or ordering food at home.
Fashion for charity: how to “Share the good” became a major volunteer project of the year.
Read more •••