Australia for UNHCR
Transforming Donation Experiences for a Better World
The Brief
After an initial engagement with Australia for UNHCR implementing support and monitoring on their existing Umbraco CMS website, it was identified that their donation experiences were under performing.
The existing solution was delivered through a payment form plugin provided by their CRM partner. It was slow, and donors would often report intermittent errors while checking ou.t Often donation tax receipts, an important aspect of the donation process, were not generated and would caused long delays at checkout, frustrating donors. UNHCR had also identified that the process was inflexible, and they were always limited by the constraints of the system when creating donor experiences.
The user experience was compromised. Data pointed to cart abandonment and lost donations. Donation payment types were inflexible, allowing only credit card transactions, thus potentially limiting their audience who could donate.
Working with Koben Digital on our website rebuild has been an absolute pleasure. Their expertise in understanding the needs of our donors and developing a best-in-class donation experience was invaluable.
The Solution
- Personalisation
- donor segmentation
- Automation via Azure Functions
- PDF donation receipt generation
- Multiple payment gateways via Paydock
- Sensis Address, phone and email validation
- Transactional emails via SendGrid API
- Report generation
- Fraud mitigation
Armed with the data, we set to work to establish what a best-in-class donation experience might look like. This involved implementing our battle tested UX/CX co-design process working alongside Australia for UNCHR developing and understanding the different donor personas and donor journeys, creating wireframe prototypes to test theories, and then finally settling on a final design and set of functional requirements.
While the design aspects were underway, our technical team analysed the dataflows, and reporting requirements of the donor journey to understand where the bottlenecks and potential failure points may exist.
Australia for UNHCR had selected the payment aggregation provider PayDock, a gateway solution to allow for multiple payment providers such as Bambora, Stripe, Eway, Adyen credit card processors, PayPal and direct debit transactions through a single payment integration.
The final build consisted of a payment form builder allowing for UNCHR to create payment experiences through a low-code no-code interface integrated into the Umbraco CMS, enabling the rapid creation and deployment of donation experiences tailored to the specific campaign need.
+30%
Organic Google Search Traffic
+28%
Organic Conversions
+53%
User Stickiness
The new website not only looks great, but it is also incredibly efficient and user-friendly. The development of features such as personalisation, direct CRM field mapping, and full ecommerce tracking has allowed us to better target our donors and track the impact of our campaigns.
The end result is a website that is reliable, flexible, and has allowed us to respond quickly to global humanitarian crisis. We are grateful for the hard work and dedication of the Koben Digital team, and we look forward to continue working with them in the future.
The Outcome
Since the initial deployment in 2019 the process has proven to be reliable and flexible, allowing UNHCR to pivot quickly to respond to global humanitarian crises. Donors are now able to complete the checkout process quickly, and are no longer met with lengthy processing delays. Receipts are processed in a robust way that enables automatic reprocessing or quarantining of failed transactions.
Since release, further enhancements occurred during the rebuild of the website, which included the update to Umbraco 10, creating an opportunity to further refine the donation workflows and reporting.
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