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Making Action Easy, UX Sweet Spot for Nonprofits

Event Interactive 2011
Format Panel
Organizer Amanda Lehner – Ad Council
Description There is a sweet spot (or threshold) in user experience where incentive meets ease of use to make goal conversions more probable. How can nonprofits and government agencies prioritize their goals, edit user experience, heighten incentive and create ease of use to get results? Is quality of action more important than quantity? Can you have both with a functional and easy UX? When a nonprofit or government agency wants someone to take action online a conflict of interest arises. The organization's ideal goal is to capture as much information about a user and then wants them to take action in as many ways as possible (i.e. join, donate, advocate). While the user who wants to support a cause may not want to spend too much time filling out forms and trudging through a long and laborious user experience. Ad Council has over 50 national campaigns developed in partnership with nonprofits, government agencies and ad agencies. Ad Council oversees the development of the campaigns' websites and social media. On the panel, our nonprofit, advertising and web development community could speak to their experiences with UX design and how this relates to online goal conversions.
Questions
Answered
  1. Should I prioritize my online goals?
  2. How do I design an engaging and easy UX for websites (or interactive tools) to increase goal conversion?
  3. Should I offer a range of ways to take action on a site that also range in level of involvement?
  4. How do I create incentive for the user to take action?
  5. What is the best online campaign and action to fit my organizational goals?
Level Intermediate
Category Non-Profits
Tags Greater Good, nonprofits, User Experience Design
HELP