Aspca Donations

Aspca Donations

Aspca Donations – The biggest hurdle our team faced was finding ways to open up the existing architecture and provide better calls to action that delivered to different key user groups. The donation process needed an overhaul due to inconsistent messaging and a clunky form experience – some users landed on the donation page but took no action, while others knew they had donated repeatedly but were reluctant to become monthly donors. We also found that the taxonomy around different major animal issues and calls to action was confusing to their audience. This went hand-in-hand with architecture and overall navigation, so the first action we took was a simple labeling exercise and clear shipping to see if we could reduce as much high-level navigation as possible with stakeholders and users. Messages that align with the ASPCA’s brand message.

My team and I began this journey by first conducting several rounds of stakeholder interviews with the education and resource teams, task teams, marketing, and executive leadership to better understand what their expectations and goals were for the site. We found a lack of communication between teams around content that aligned with the ASPCA’s strategic plan, and in addition, there was no sense of recovery. The site is also full of old content, duplicates and dead links. This was partly due to their current CMS platform becoming a bottleneck, preventing them from deploying content in a timely manner and making it difficult to maintain internally.

Aspca Donations

Aspca Donations

Expand and improve engagement around donations and fundraising by creating ways to track progress and cause-related content, making active donors more valuable and recognizable.

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Develop effective ways to demonstrate how donor funds are being used to support key animal groups by identifying outcomes. This has led the ASPCA’s strategic plan to focus on initiatives and goals that include increasing shelter adoptions and strengthening animal protections under the law.

Create empathy and a sense of urgency through content to motivate potential donors and provide clear and easy ways to donate.

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While it’s clear that the ASPCA’s website is outdated and in need of some love, we wanted to gather more information about how long users have been visiting the website. We looked at the type of content that draws them back, the drivers that lead them to it, and the overall tastes of the existing experience. We took the opportunity to use eye tracking software to examine some of the pain points they experience on site.

We developed personas for each of our key user groups based on information gathered from ten rounds of 60-minute interviews.

Seminole Humane Society

With the conversations we’ve had from user interviews fresh in our minds, we wanted to gauge how other visitors use the site and understand what their specific behaviors are. After the ASPCA requested access to Google Analytics, we were able to see information including the channels visitors came from, the pages with the most views, and the top search results.

Some of the big themes we found were that many competing organizations align their primary navigation with their mission, helping users understand what the problem is, what the solution is, and how they can help. Other topics include providing transparency on how different donation dollars are used and communicating the benefits of being a monthly versus a one-time donor.

We removed 5 users from our initial interviews and presented them with three possible navigation possibilities. We asked what they hope to find behind each label and which combination is the most inspiring.

Aspca Donations

The combinations “animals in crisis,” “our response,” and “how you can help” inspired 3 out of 5 users the most, but “key issues” was the most accurate label and caused the least confusion for users. They were asked to explain what they thought this meant. Some users felt that “our work” only suggested the work the ASPCA had done in the past – not the future goals they were working towards.

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Using data gathered from the labeling exercise, we worked with the ASPCA to provide more effective labels for high-level navigation in the new site architecture. We dissected all the available areas and started trimming the fat. The main advantage of our high-level navigation solution was that it translated well into the structure of each animal category. This will provide a more personalized and consistent experience for users with specific interests.

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We began building and testing wireframes to confirm that our navigation aligned with the donor journey and directed visitors to the site’s key decision-making points. I worked closely with visual designer Samantha Catoggio to ensure we delivered a cohesive and modern experience that matched the brand message.

The goal of the new plan was to highlight key animal issues in crisis, facilitate communication of the ASPCA’s goals, and facilitate ways for visitors to take action.

We created contextual and personalized calls to action using emotional images and facts that evoke empathy and ultimately drive donations.

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The new donation form provided a more convenient user experience and promoted the benefits of being a monthly donor.

Overall, users found the site more intuitive—it made it easier to find the information that was important to them.

Users found it easier to fill out the updated donation form and donate. This ultimately improved their understanding of the benefits of being a monthly donor in the donation process.

Aspca Donations

Registration and registration for fundraisers just got more intuitive and simple. Fundraisers now have a more efficient model for tracking their progress. Including your will or trust is a meaningful way to help us continue to serve animals in need. Many of our programs and services have benefited individuals with the foresight to incorporate them into their estate plans.

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To learn about the ways you can give through a will or trust, expand:

“I give to the American Society for the Prevention of Cruelty to Animals, a not-for-profit corporation now having its principal offices at 424 East 92nd Street, New York, NY, 10128, or _______% of my estate for the general purpose of (or use to fulfill OTHER WAYS YOU CAN GIVE:

The material provided on this website is intended as general educational information on the topics discussed herein and should not be construed as legal, financial or tax advice. Please seek the specific advice of your tax advisor, attorney and/or financial planner to discuss the application of these topics to your personal situation.

A gift annuity is a contractual arrangement that makes lifetime payments in exchange for a gift of at least $10,000 to you, another person, or two people. Use our calculator to see the benefits of a charitable gift annuity.

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Aspca Advertisment — Steph Kalivas

People age 60 or older can receive immediate payment premiums. Payments can be deferred to a future date, making annuities an excellent retirement vehicle. The gift can be cash or marketable securities.

The minimum age to enter into a Deferred Payment Charitable Annuity Contract is 50 and the minimum age to start payments is 60. People age 60 or older can defer payments for at least one year after the annuity is determined.

Creating a gift annuity does two things: it creates a contract for you, the donor (and another person if you choose), to receive a fixed payment and gift for life. Because a portion of the gifted annuity is used for charitable purposes, the donor is eligible for a federal (and possibly state) income tax deduction in the year the gift is made.

Aspca Donations

The awarded non-refundable award becomes an asset of the organization and a general liability of the paying organization. Annuities are backed by common assets and funds are invested separately according to conservative and disciplined financial standards.

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For many years, a portion of every payment received has been exempted from tax. This increases the after-tax dollars available to the donor for spending or investment. Appreciated securities-funded annuities have more advantages: the profit allocated to the gift portion is not subject to capital gains tax, and the portion of the gain to be recognized can be spread over the expected life of the contract.

Retirement assets are one of the most rewarding gifts you can give. These funds are tax-free until they are withdrawn. With innovative use of these assets, you can contribute generously and also provide for your loved ones. Many taxes on these plans can be avoided or reduced with a carefully planned charitable gift.

After your lifetime, you can name yourself as the beneficiary or contingent beneficiary of your retirement assets.

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