How To Donate To Aspca

How To Donate To Aspca

How To Donate To Aspca – The biggest hurdle our team faced was solving the current architecture and finding ways to provide better calls to action that could communicate with 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 were known to donate many times but were hesitant to become monthly donors. We also found that taxonomies and calls to action on various important animal topics became confusing for their audience. This goes hand-in-hand with working around the architecture and overall navigation, so the first step we took was a simple labeling exercise with stakeholders and users to see if we could slim down the top-level navigation as much as possible and send it clearer. Messages that align with the ASPCA’s brand message.

My team and I began this journey by initially conducting various stakeholder interviews with the learning and resources team, engagement team, marketing and executive leadership to better understand what their expectations and goals were for the site. We discovered a lack of communication between teams around content that fit the ASPCA’s strategic plan, and beyond that, there was no sense of curation. The site was full of outdated content, duplicates and dead links. This is partly because their current CMS platform has been an obstacle preventing them from posting in a timely fashion, which has been difficult to maintain internally.

How To Donate To Aspca

How To Donate To Aspca

Expand and improve engagement around donations and fundraising by creating ways to track progress and cause-relevant content while making active donors feel more valued and recognized.

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Develop effective ways to show how donor money is used to support important animal groups by publishing results. It focuses on the ASPCA’s strategic plan initiatives and goals, which are to increase adoption of pets from shelters and strengthen animal protections under the law.

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Create empathy and a sense of urgency through content to entice potential donors and provide a clear and simple way to donate.

While it was clear that the ASPCA website was outdated and needed some love, we wanted to gather more data about how long users were accessing the site. We looked for the kind of content that brings them back, the drivers they hesitate to give or take, and the overall likes and dislikes of the current experience. We took the opportunity to use eye-tracking software to verify some of the pain they experienced on site.

We created personas for each of our core user groups based on data gathered from ten rounds of 60-minute interviews.

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Fresh from the conversation from user interviews, we wanted to assess how other visitors use the site and understand their specific behaviors. After requesting access to the ASPCA’s Google Analytics, we were able to see data including the channels visitors came from, the most viewed pages, and the top search results.

A few big themes we found were that many competing companies adapted their primary navigation to their mission of helping users understand what the problem is, what the solution is, and how they can help. Other themes included providing transparency about how different donation amounts were used and communicating the benefits of being a monthly donor vs. A one-time donor.

We pulled 5 users from our initial interviews and presented them with three possible navigation options. We asked what they would expect to find behind each label and which combination felt most intuitive

How To Donate To Aspca

The combination of “animals in crisis,” “our response,” and “how you can help” was the most intuitive for 3 out of 5 users, but “core issues” was the most accurate label and explanation causing the least amount of confusion for users. They were asked to do what they thought it meant. Some users feel that “our work” suggests only the work the ASPCA has done in the past – not the future goals they are working toward.

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Using information gathered from the labeling exercise, we worked with the ASPCA to provide the most effective labels for top-level navigation of the new site architecture. We break down all the existing areas and start trimming the fat. A primary advantage of our top-level navigation solution was that it also translated well into the structure of each animal group. This will give users with specific interests a more personally meaningful and tailored experience.

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We began building and testing wireframes that aligned our navigation with the donor journey and guided visitors to key decision touch points throughout the site. I worked closely with Visual Designer, Samantha Catozio, to ensure we delivered a unified and modern experience that fit the brand’s message.

The goal of the new design was to improve key animal issues in crisis, facilitate communication of ASPCA goals, and streamline visitor shopping paths.

We use emotive images and information to create relevant and personalized calls to action that create empathy and, in turn, increase donations.

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The new donation form provides a more user-friendly experience and promotes the benefits of being a monthly donor

Overall, users found the site to be much more intuitive – it made it easier to retrieve information that was important to them.

Users found the updated donation form easier to fill out and navigate the way to donate. This ultimately helped improve their understanding of the benefits of being a monthly donor during the donation process.

How To Donate To Aspca

Registration and registration for fundraisers has become more intuitive and streamlined. Fundraisers also ended up with more efficient models for tracking their progress. PAWS NY received donations at their annual Barks & Blooms benefit in New York City. Amazing Help for Pets (PAWS) NY is honored to announce that the ASPCA ® (American Society for the Prevention of Cruelty to Animals ® ) has awarded the organization a $100,000 grant to be used for general operating expenses…

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The ASPCA, a longtime partner and funder of PAWS NY, recognized the organization with a $25,000 grant. These unrestricted funds will allow PAWS NY to continue its important work throughout New York City, helping older adults and people living with illness or disability care for their pets. “The ASPCA has been an incredible partner for…

Pets Are Wonderful Support (PAWS) has received an additional $25,000 grant from the NY ASPCA® (The American Society for the Prevention of Cruelty to Animals®), which begins expanding its support in 2021. This grant will provide general operating support, allowing PAWS NY to continue to provide New York City’s most important pet care programs and services…

Pets Are Wonderful Support (PAWS) NY has been awarded a $25,000 grant from the ASPCA® (The American Society for the Prevention of Cruelty to Animals®). The ASPCA grant will provide general operating support, allowing PAWS NY to continue providing vital pet care programs and services to New York City’s most vulnerable residents, allowing them to…

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PAWS NY is pleased to announce that we received a phenomenal $75,000 grant from the ASPCA® (The American Society for the Prevention of Cruelty to Animals®) last December. The majority of these funds will support our Pet Pantry, which provides pet food and supplies for our customers’ pets, all…

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PAWS NY is pleased to announce that they have received a $10,000 grant from the ASPCA to support our programs, which provide safety net services to vulnerable pet parents throughout New York City. We can’t thank the ASPCA enough for their generous support and partnership!

October 10, 2017: PAWS NY is pleased to announce that they have received a very generous grant from the ASPCA to fund our Pet Pantry Program, which helps provide food and supplies to pets in New York City’s most vulnerable residents. We are delighted to launch this important program and we cannot thank…

June 1, 2017: We are pleased to announce that the ASPCA has awarded PAWS NY a $5,000 grant to expand our volunteer program. We are so grateful for your support!

How To Donate To Aspca

January 21, 2016 – PAWS NY is thrilled to announce that the ASPCA has awarded us a $30,000 grant to expand our program. For the full press release, please click here: PAWS NY ASPCA Press Release – 2016.01.21 – Final ASPCA PAWS NY grant will help keep pets at home and out…

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