Donation Design - New Ideas

Recently, I was asked to think about how a global aid charity could boost donations after a tragedy. In this fictional scenario, there’s a famine in the Horn of Africa, and my goal was to come up with creative and effective ways to increase both the amount and the number of donations. I knew I needed to create something that would not only inspire action but also convey just how serious the situation is in a way that feels personal, urgent, and impactful.

Problems in the sector

It is crucial to acknowledge the challenges currently faced by the NGO sector in raising funds. Based on recent reports*, several key issues stand out.

Firstly, the ongoing cost of living crisis is significantly reducing disposable incomes, making it more difficult for individuals to contribute to charitable causes. Secondly, there is a growing trust deficit, with increasing concerns about the transparency of larger charities and the high salaries of their executives.

Finally, donor demographics reveal a troubling trend: an over-reliance on older donors aged 55 and above, coupled with limited engagement from younger generations.

Plan of Action

With these challenges in mind, the campaign will focus on addressing these issues through targeted initiatives.

Campaign Goals:

Clear Communication: Emphasise transparency in how funds are managed and utilised.
Simplified Donations: Modernise the donation process with user-friendly payment options.
Virtual Trócaire Box: Develop an online donation tool targeted towards younger doners (below 55) that facilitates small, immediate contributions effortlessly.

Clear Communication

This emergency campaign will focus on creating powerful visual content that clearly explains the ongoing disaster and outlines exactly how donations will be used. By providing detailed information about where the funds will go, the campaign will promote transparency and build trust with potential donors.

To strengthen emotional engagement, the campaign will emphasise the urgency of the situation, highlighting the immediate need for support. This sense of time sensitivity will motivate viewers to act quickly, knowing their contributions can make a significant and timely impact.

Black and red are used to convey urgency, aligning with Trócaire's current brand strategy.

Simplified Donations

To maintain the campaign's focus on urgency, online donations should be quick and seamless. Implementing one-click purchasing or minimising clicks will eliminate bottlenecks and barriers, ensuring the process is swift and emphasising the urgency of the appeal.

Current Donation flow

The current checkout process for donating to Trocaire creates a poor user experience, significantly increasing the risk of donor drop-off. Each additional step or interaction presents more chances for donors to lose focus, become distracted, or abandon the process entirely. For instance, as shown on page 2, donors must complete an extensive form with multiple interactions, and the absence of an autofill option further exacerbates the issue.

Long form with no autofill. *(feels long just scrolling it.)*

Proposed Donation flow

This modern donation flow leverages quick payment options, reduces unnecessary questions and interactions, and aims to provide a seamless and positive experience for the donor.

Virtual Trócaire Box

Let’s bring back some nostalgia! Many former schoolchildren in Ireland will fondly remember the iconic Trócaire Box. This initiative was a staple in schools across the country, where each student received a donation box to fill with coins. Schools or classes were often set fundraising targets, with rewards such as a day off homework, a non-uniform day, or even a school trip as incentives for reaching their donation goals.

These boxes found their way into every corner of daily life – brought from house to house to neighbours, left by the phone, or even taken to offices by weathered-down parents. While they primarily collected small amounts, the contributions quickly added up, enabling classes to achieve their ambitious goals.

Positive memories

I want to tap into those positive memories shared by so many who experienced the Irish school system and allude to the Trócaire Box with its own digital version.

Feedback Fun

The idea is to create a virtual version designed to collect small digital transactions. To enhance the experience, donors would be rewarded with fun, interactive animations – more than just one available – that evoke the joyful sense of achievement and positive feedback we felt as children.

Conclusion

By tackling key challenges in the NGO sector—such as trust, accessibility, and emotional engagement—this campaign hopes to reignite and modernise aid donations.

Clear communication that fosters transparency, modern and simplified donation processes make giving effortless, and the digital revival of the beloved Trócaire Box creates a personal and nostalgic connection with donors.

Sources:

*Irish Attitudes towards the Charity Sector - Charities Regulator may 2023

How To Engage Young Donors In Your Nonprofit's Mission FORBES

Nine out of ten in Ireland donated to a charity - Irish Examiner