The redesign of the donation system coincides with research carried out by the charity which found that 47 per cent of website visitors who intend to make a donation do not continue to the end of the process.
Baigent was appointed at the beginning of June after the charity invited three consultancies to submit concepts for the project.
Baigent was chosen because of its experience with other prominent charities, including Cancer Research UK and the British Red Cross, and its plans to provide a collaborative approach, says Great Ormond Street Children’s Charity digital market and customer insight manager Rachel Nicholls.
Baigent was tasked with evaluating and producing creative work for three aspects of the donation process – the donate hub page, user funnel and donation forms, and the quick donate tabs, which allow users to donate from anywhere on the charity’s main site.
Baigent was briefed to create ’affective and punchy’ pages that would retain users throughout the donating process, says the consultancy’s creative director Steven Ramsay.
The new fundraising platform, which will launch in mid-August, includes child-like drawings and hand-drawn information boxes as well as emotionally engaging imagery on every page. Ramsay says, ’The kids are with you at every stage of the journey. It’s a subtle reminder of why you’re donating in the first place.’
The donation hub has been kept simple by dividing donations into single and monthly contributions. Users can then choose a number of different options, such as leaving a donation in their will or giving a gift in kind, in the second layer.
As well as emotive photography, Baigent has introduced a pie chart to the hub, which shows how much of every donation goes to different areas, such as administration and hospital equipment. Progress tabs have also been introduced so that users can see that the end of the process is in sight, says Ramsay.