Digital revamp lifts donations at Prostate Cancer UK

Mark Johnson's picture
by Mark Johnson

Prostate Cancer UK said it has seen a sharp increase in donations following a recent overhaul of its “online donor journey” and payment options.

The leading men’s health charity made changes to its online giving journeys using the goDonate platform from strategic creative agency WPNC.

Honed following years of user testing and excellent campaign results - with learnings fed back into the platform’s development - goDonate has allowed Prostate Cancer UK to create a deeper emotional connection with supporters, keeping them engaged throughout the donation funnel. 

Rise in online income

The London-based charity has enjoyed a rise in online donation income of 32% just eight weeks after the launch, which also features additional payment options for supporters. 

The platform includes support for digital wallets such as Google Pay, Apple Pay and PayPal, which the charity was not able to accept before. 

Supporters can now give using digital wallets for both cash donations and regular gifts.

Prostate Cancer UK has also discovered that a quarter of all regular donations to the charity are now made via digital wallets, and some 31% of one-off cash donations are made using digital wallets.

Customised online journeys

Thanks to the new platform, integrated with the charity’s other technology including Raiser’s Edge, Rapidata and Adestra, Prostate Cancer UK can create customised online journeys for specific appeals. This will enable more relevant and personalised experiences for supporters.

The goDonate platform is also performance-tested to cope with donation spikes, such as TV campaigns and Christmas appeals.
“When someone’s coming to us with a gift, we know their donation is meaningful to them”, Sadie Crabtree, Head of Digital, Prostate Cancer UK, said. 

“We wanted the user experience of donating to respect how important that moment is to the donor, and allow them to give how they want to in a frictionless and engaging way.

“Data from other fundraising tools showed that a lot of our supporters prefer secure digital payments rather than typing in their card details when the option is available. 

“Our improved donation journey lets them do that, and they’re giving more, so it’s fantastic to see the response.

“We’ve also made it easier for people to tell us why they’re giving – and it’s easier for our systems to understand, too. 

“The new platform codes each gift automatically so we can avoid costly manual processing of data.”

Vicky Reeves, Managing Director Digital at WPNC, added: “It’s thrilling to see the platform begin to bear fruit and help Prostate Cancer UK raise vital funds.

She added” “goDonate also greatly assists with behind-the-scenes administrative tasks - such as content management and CRM data management - which the donor doesn’t need to see, but provides them with a seamless and inspiring journey.”

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