The giving ecosystem is extremely fragmented. Over the course of a year, a typical donor might use a workplace giving platform to receive a match for a donation, a social network to give to a friend’s fundraiser, and a mobile payment platform to donate at a local bake sale. Each of those platforms might only get that one signal from their donor—a one time donation to a specific charity.
Making a donation is a clear indication from the user that they have been motivated to take a charitable action. Ideally, platforms would offer want to personalized options for the further engagement based on a donor’s options for a donor based on their interests and activity. However from a one-time signal, it is very difficult to interpret the donor’s level of engagement with the cause, the specific charity, the solicitor, or the moment of inspiration for the donation.
Lacking that personalization, donors are often only given opportunities to donate again or to share their donation on social media. Are there more meaningful and relevant next steps that can be surfaced for donors at this moment of action?
After completing a first donation, users would be shown a thank you message in combination with a menu of specific action steps to take. The call to action would reinforce the identity of the user as an active or engaged donor and also emphasize the minimal extra effort required to make an impact.
Research has shown that legitimizing small favors but not requesting them directly can increase the likelihood of someone taking a charitable action. Possible action steps might include signing relevant petitions, finding additional resources to learn more about the cause area, or identifying volunteer opportunities. Included in the options could also be action steps specifically intended to tease out the intentions of the just completed donation by indicating the donor’s level of interest in the particular organization (“Favorite this organization”), the cause in general (“learn more about this cause”), or merely the act of donation (“set a giving goal”).
The data gathered from a donor’s interactions with the “One More Step” module could help refine and improve the quality of options surfaced over time and enable better personalization even with periodic interactions with the platform.