50% of runners are first-timers, according to the 2015 VMLM report, which suggests newcomers could be lacking ideas for fundraising.The other 50% — frequent runners — face comparable challenges, having exhausted the fundraising potential of their social circles.
I’ve done six marathons so I have exhausted social media as a fundraising strategy.
We saw a key opportunity for a fundraising app because research shows the use of an app increases average donations by up to 19% (2015 VMLM report).
Many apps have sprung up to help address the problem, but they don’t specifically meet the end users’ needs: for example, some apps track donations but fail to offer guidance for raising these funds. Platform apps like Virgin Money Giving and Just Giving are simple, flexible, and (by necessity) generic. Niche apps like Charity Miles, Movember, and The Color Run, are tailored for a single charity/event’s purpose.
To improve the fundraising process for the NSPCC, we needed an app built around functionality their fundraisers actually need — and would use. Without core fundraising features, it would be just another app.
We began by identifying the specific needs of marathon runners fundraising for the NSPCC. Through interviews, we uncovered the different pain points in the traditional fundraising process — both online and offline, for novice and veteran runners.
We recognized a spectrum of fundraising experience among runners but created two general personas to focus our work. The novice was new to fundraising and excited to meet their goal, but not sure where to begin. The veteran had prior experience raising money for causes before, but lacked fresh tactics.
Though each persona faced the same fundraising goals, their obstacles and potential pitfalls were different. The novice needed tips for starting out, specific tactics for social and online fundraising, progress notifications to motivate them and keep them on-track, and prompts for the next fundraiser. The veteran, on the other hand, needed to learn more advanced fundraising approaches, specific guides for offline fundraising (e.g. events), and ideas from other veteran fundraisers.