Time for change – I’m setting up shop on my own!

It’s been six awesome years at the Norwegian Cancer Society. This place taught me to be a fundraiser, and it let me explore the digital arena until I became really good at it. I have had the best colleagues possible, and I owe a great deal to my amazing manager, who let me run free as much as I have. She’s an awesome fundraiser, strategist, and people person.  We’ve done some great things together at the cancer society, and I will be truly sad to leave this place. However, the time seemed right to go our semi-separate ways now. I want to have more time to do speaking and teaching, and to consult on exciting projects all over the world. I want to help make the charity sector the best at digital work! And in order to do that, I need to leave my beloved job at the cancer society.

So, starting September 1st, I will be a free agent, available for hire. I’ll work directly with charities, with agencies, with service providers and others to improve our sectors digital presence. I believe I have a skill set that is quite unique in todays market, and I can help you raise more money online, and reach more people – and do more good!

I’ll be using the summer to more clearly define what I will be helping with, and will be back with more information. Generally, it will be speaking, teaching and consulting on anything digital in the charitable sector. This includes such things as

  • Digital strategy
  • Content strategy
  • Social media
  • Donation page and form design
  • Donor experience online
  • Increasing conversions
  • Being the link between charities and providers when doing digital work – I speak both languages!

So if you have a project you’d like some help on – I’m available starting September 1st – get in touch!  

A great big thank you to all the wonderful people I’ve been lucky enough to work with over the years at the Cancer Society. You people truly are the best!

Slides and resources from IoF National Convention: “From good intentions to more web donations”

We had an awesome time speaking at IoF National Convention! Thank you for being a great and kind audience 🙂 Here are the slides and some resources from the presentation – and please, get in touch with either Ida or me if you have any questions or thoughts – we’d love to hear them!

(P.S.: Do you need someone to help you with this stuff? I can help – get in touch)


Slides can be seen and downloaded on Slideshare, or – for your merry convenience – clicked through right here!

Web form design

If you’d like to learn more about web form design, Luke Wroblewski’s book Web Form Design (2008) (http://www.lukew.com/resources/web_form_design.asp) is an excellent starting point. He also has several presentations about form design for mobile and touch.

The Cancer Society’s website and process

If you’d like to take a closer look, here’s a Google translated version of The Norwegian Cancer Society’s website or just visit kreftforeningen.no to see it in Norwegian. You can also find a lot of previous entries detailing the redesign and choices made in this blog under the tag “Redesign of the Norwegian Cancer Society web page”. Also, if you’re interested in more details on the content strategy behind the build of the page, Ida recently gave an excellent presentation at Confab Central in Minneapolis. You should absolutely check it out!

The Core Model

This presentation goes more into detail about how to use the core model with your team, which you can also hear a recording of. If you’d like to try out using the core model, you’re welcome to download the core model template forms to use in the workshops.

Even more questions?!

Awesome! We love questions:) Leave a comment below, talk to us on twitter, or ask any of these wonderful people that we’ve been happy to work with in this procject:

Tweets from the session

We’ve made a storify of all the tweets from the session – have a look to see what other people said!

Thank ALL the donors! (and volunteers)

If nothing else, social media is a brilliant tool for reaching out and thanking donors and volunteers – delighting them with a little bit of nice, unexpected appreciation and attention.

Every year, the Norwegian Cancer Society has a big fundraiser that lasts for two weeks. It’s a door-knocking campaign, where 25.000 volunteers with donation boxes raise 30 million NOK (around US$5 mill, €3,6 mill or £3 mill) in cash. Most of the volunteers are high school seniors, 17-19 years old. We want to make sure each and every one of them knows just how important they are to us. So for those two weeks, we do this:

"Thanking all your donors" - Post by the talented Fundraisergrrl - go check out her brilliant and hilarious tumblr!

“Thanking all your donors” – Post by the talented Fundraisergrrl – go check out her brilliant and hilarious tumblr

This wouldn’t be possible without social media.

Those two weeks, a few employees and some amazing temporary social media volunteers make up a near 24/7 thanking-patrol. We start at 7 in the morning, and finish at 1 AM, replying to comments on twitter, instagram and facebook. We look at our mentions, and search for relevant keywords on all platforms. This year we answered with a staggering 20.000 comments. And they are not cut and paste-answers, each and every comment is a personalised reply, often including geographical details or a reference to something seen in the photo.

Can you imagine how much more powerful an immediate direct response and personal thank you from the charity is, rather than a diploma sent to the school a week after you’re done? Anecdotal evidence says that this is greatly appreciated by those we thank, who react with pleasant surprise that we notice their actions and bother to reply. About 90% of thankyou-tweets get retweeted by the recipient. Some people screenshot our thankyou-comment on instagram and post it to their feed again. Some people thank us for thanking them. Which we then thank them for. That’s a circle that’s hard to get out of;)

I firmly believe that this leads to more money raised. If you receive a thank you and some attention from the charity as you are walking out the door to start your round – a message that what you are about to do is saving lives – I think that you are more likely to knock on a few extra doors. I definitely think it’s less likely that you’ll cut your round in half! And quite possibly we have made the beginning of a strong bond between the charity and the supporter, leading to them supporting our cause when we cross paths again in the future.

I’m doing the “I love social media”-dance right now.

Cold-water-challenge raises heck-load of money: Number bonanza!

Sometime around May 1st, the good people of Norway started jumping into the cold water, naturally daring their friends to repeat the feat or suffer the consequences. Consequences started out being owing someone a beer, a bottle of wine or a dinner. But then, somehow, sometime, someone thought: “well this all seems a bit selfish, I cannot in good conscience tell my friends to freeze or pay me. But hey! I can ask my friends to freeze or pay THE CANCER SOCIETY!”.

And, lo and behold, pay the good people of Norway did. In a couple of hours, I went from vaguely registering that “hm, perhaps there is quite a bit more donating going on today than usually”, to being blown away an avalanche of good deeds.

obligatory cat-gif of surprised cat

This is me. Surprised by an avalanche of good deeds.

Over the course of two weeks, 3,5 million NOK  (approx. US$600.000, €430.000 and £350.000) was donated to the Norwegian Cancer Society alone. Keep in mind that there are only 5 million Norwegians all together, and quite a few of those are bound to be infants or very, very old. So this is a momentous amount, actually more than 10% of what we raise in our annual two-week fundraiser Krafttak mot kreft, which takes a year to plan and has 20.000 people knocking on doors.

This amount of “random” money suddenly flowing in is flat out insane. But lordy-lord we’re happy about it! Actually we’re so happy that we too jumped into the cold waters of Oslo, at 850.000 NOK (we thought we were at the peak. We were oh-so-wrong). I’m in this bunch of my colleagues jumping in. I’m aqua-phobic (and it’s COLD), so I expect high praise for this, I’ll have you know.

Number one stat you need to know: Without mobile, you’re toast

More than 70% of all donations given came from a mobile phone – not even counting tablets. This includes text-donations and credit card donations from a mobiles browser. I will say that again, as it needs repeating. I shit you not:

More than 70% of all #Hoppihavet-donations came from a mobile phone!

Have a look at this beauty of a pretty stacked graph:

Graph showing biggest number of donations came from text and mobile web.

Number of donation by medium. Text is pink, web-donations (credit card) split into mobile (green), tablet (purple) and desktop/laptop (blue). Note how Eurovision Song Contest-day makes a noticeable dip in donations!

That ginormous pink slab, is the number of text donations. And we’re not talking micro donation texts, the majority are 200 NOK (US$34, €25, £20) a piece. Add to that the green slab which are donations made by credit card on our website in a mobile browser, and you have 70-75% of the pie. On mobile phones. In other words; money that would not have come had we not been optimized for mobile.

Looking at the beginning and the end of this graph, where the blue desktop-line is the dominant one, tells you a lot. That is the status quo of everyday donating. But as soon as spur-of-the-moment takes over, as soon as donating becomes spontaneous, mobile is the absolute go-to-medium for most of us. Again we see that context is more important than device.

More than half the donations came from text

More than half the donations came from text

When donating becomes spontaneous, mobile is the go-to-medium.

Our webpage is responsive, and thus easy to navigate on a phone. Our donation forms are available to mobile users. Our text-to-donate codes are easy to find. If this was not the case, we wouldn’t have gotten half the donations we did.

Fun facts and sums:

  • On the busiest days of this absolute banana-fest of giving, more than 10% of ALL visitors to the cancer society web page made a donation. I cannot begin to stress how out of the ordinary that is. Our site is made primarily for patients and next of kin. Most come to check out symptoms etc, they do not come to donate.
  • For the first two weeks of May, The “Thank you for donating”-page (that you only get to after giving) was the fifth most viewed page on the entire Cancer Society website.
  •  The busiest days saw 1 donation pr minute on average (counting all 24 hours).
  • The busiest hours saw roughly 4-6 donations pr minute
  • 70% of mobile views came from an Apple product (no surprise)
  • 100% of the 1 person who visited from a blackberry donated. Thank you!
  • Eurovision Song Contest (May 10th) made a more noticeable dip in donations than Norways Constitution Day (May 17th), see graph above.People were apparently too busy voting for Conchita to donate.
  • 57% of web conversions came from google. Which means that even as people sit down to make a donation to the cancer society, which has a URL exactly like our name, people still google the task and come in that way. The second biggest source are the 18% who came directly by typing the url, followed by 13 % who came from facebook. Of donors who came from facebook, 70% where from the mobile view.

What can we learn from this?

Well, if you’re looking for advice on how to create some viral trend that makes the money roll in, I can’t help you. We didn’t start this, people did. And that’s why it worked, in my opinion. Just like the #Nomakeupselfie that got so big in the UK, the charities who benefited had nothing to do with starting it. That is one of my favorite things about digital fundraising; it’s utterly unpredictable and all you can do is be prepared. Paul deGregorio has written a beautiful little piece on these trends. I recommend you read it.

Here’s what I think are the important parts of what we do to be ready:

  • Near 24/7 social media surveillance. This means we pick up on emerging trends early, and can start to get ready as soon as we see something that has the potential to go big.
  • Knowing our numbers. Once we noticed something brewing i social media, we could immediately look at our analytics and confirm the trend. We could in a couple of minutes find out exactly how much (more than usual) had been given.
  • Information sharing. As soon as we picked up on this, the information about what, how much and relevant statements were sent out to all internal stakeholders. This way, we were ready to answers any questions from the press or public.
  • Being ready to jump. Don’t think that there is any way you can throw gas on these flames; you can’t. But if you’re good and lucky, you might be able to fuel it with some kindling. I think we managed that, by quickly acknowledging the trend in our social channels and in the press, keeping people updated on the amounts donated, thanking people in social media, and of course, by showing genuine joy and appreciation and jumping into the water ourselves.
  • Being ready for mobile! This one deserves an exclamation mark.
  • Sit back and let the people have fun. There’s not much you can do to make these things happen. So don’t try – you’ll only embarrass yourself. Be the facilitator when someone wants to do something for you, and be happy when you’re the benefactor of something amazing.

Let us all take a moment to reflect on the fact that PEOPLE ARE AWESOME!


Will people donate from their mobile browser?

This is an easy one. The answer is “H*** yes!”. That is, if you let them.

The Christmas appeal of the Norwegian Cancer society was done on our responsive design platform that adapts to all screen sizes. We saw astounding conversion rates, on all devices. Now, conversions were high here all together, but the most important statistic to me, is how little mobiles are behind desktops. And how far ahead tablets are!

Conversion rates overall: 13,5 %. Tablet: 16,67%. Desktop: 14,40%. Mobile: 10,36%

Conversion rates on the Christmas appeal campaign site

What does this tell us?

Looking behind these numbers, you can make some assumptions. For example; we know in the fundraising world, that women 40+ are most likely to donate. This coincides with the group that are likely to use a tablet. Norwegian numbers show that while men are in the majority when it comes to buying/owning an iPad or similar, women are more likely to have it as a preferred device. (Very) oversimplified; men use their laptop – women use their tablet. So given that your most likely group to donate are using tablets – we should let them use that device to donate, don’t you agree?

There are two big lessons here, in my opinion.

Adapt to mobile browsers

For the love of [insert your deity] make sure that your donation pages are adapted to mobile browsers. If mobile browsers are not able to make a donation – look at what you’re missing out on! I mean, it would be ridiculous to tell all those people that you don’t want their money.

Less is more – can you skip some info?

As anyone who has heard me speak knows, I think we sometimes have to make the choice between gathering data, and getting the donor in at all. This is particularly true when you are working with small screens. The proof is quite clear from the Christmas appeal results. We have a very stripped down donation form, only asking for your name, email and donation amount. We can see that the conversion from small screens is higher here, than they are on our regular donation forms where we ask for more information.

To me, the morale is that sometimes it is better to just accept the donation for what it is – a one time donation – if you cannot later “upgrade” them to a better relationship. After all – isn’t it better to get someone to feel so passionate as to donating right now, with the hope of extracting more data later, than to ask for so much data in the first place that you scare them off?

I’d love to hear from others with experience in mobile adapting. What are your findings? 

“From good intentions to more web donations”: Video talk

Here’s the talk I did in Madrid earlier this fall. The talk takes you through the basic principles of the redesign we did of the Norwegian Cancer Society website. Enjoy:)

P.S. 1: If the embedded video doesn’t work, watch it directly on youtube.

P.S. 2: If you can’t watch the video right now, you can read the blogposts on this topic by following the “All about the redesign”-link in the top menu).

Blogpost by Gerry McGovern and webinar about Cancer Society webpage

Hi all,

Just a quick note to let you know that you should check out this blogpost by content guru Gerry McGovern: “Putting people’s need first”. Gerry is the man behind, among other things, the tool “Customer Carewords“, which we used when designing the new page. He’s known for his strict focus on user needs and content management. In the blogpost, he talks about the approach we had when making the new cancer society website. Through strict focus on people’s needs, we have yielded some astonishingly great results, among which are:

  • A doubling or more in all kinds of online income (one-off donations, recurring gifts, members, in memoriam gifts etc)
  • 20% increase in inquiries to the cancer help line (chat and phone)
  • People who contact the help line are more informed – they ask more advanced questions because the basic information is more available.
  • Big increase in website being used as a direct source in the media.
  • Almost a doubling in monthly visitors to the site. At the same time other web analytics indicators are positive, the quality of these visits are good.

And when you have checked out Gerry’s blog post, you should sign up for the webinar myself and interaction designer Ida Aalen are holding November 27th, talking through this case. There are two times offered, so as to cover as many time zones as possible. Join us!

P.S.: To see more results and learning points from the redesign, check out the other blogposts I’ve written about it.