Save the Children Template Redesign

Previously, advocacy campaigning actions were hosted on the Save the Children website with a widget added to the side of the page. We experienced problems with the user experience with this approach. Users on mobile really struggled to find our action because our widget dropped to the bottom of the page. Often supporters had to scroll through reams of text before getting to our call to action.

Old Save the Children Design

In addition, the source code – which enables us to track were supporters came from – did not always successfully pull through with hosting the widget on our page. Our source code success rate was around 35% meaning it was difficult to evaluate what was working well, and what not so well.

Finally, our actions were not on brand, lacked a clear structure, had no social proofing and often did not look appealing to supporters. We were providing barriers to people taking actions with us and was something we were committed to getting right.

Time to Redesign!

Key to making the changes was to get the buy-in of Save the Children staff and supporters. We spoke to them to get a sense of what their thoughts on the actions were and how they thought they could improve. By getting them excited about the potential of the changes, and how it could make our campaigns for children more effective, moving the project forward was easy.

We spoke to a few agencies and decided to work together with More Onion who redesigned the pages based on what had proven successful across the sector and beyond. With a few stages of iterations we came up with the templates that worked for us.

New Save The Children Design

The Results are In

The project has been a huge success so far. Our conversions have improved by 35% compared to our previous templates. In addition we’ve seen improvements to the number of people opting into communications and taking a second action. The improvements on mobile have been really significant and this has contributed greatly to the success.

We’re looking at continuing to test and optimise the templates going forward. Improving our opt-in level is something of a priority, followed by focusing on social proofing and ensuring supporters feel part of a wider community when campaigning for children. The great thing with the Engaging Network templates, and the software, is that testing is made easy with the replica functionality and reporting functionality.

Engaging Networks’s Role

The Engaging Networks software is incredibly flexible to our needs. The ability to replicate makes it easy to test and optimise our actions. Being able to make small amends for testing take no time at all.

The support provided by Engaging Networks has proven invaluable to us. Having experts on hand at all times really helps us to get the best out of the software.

Chloe Green is a copywriter and digital campaigner with almost a decade of experience in the charity and political sectors. She’s delivered campaigns, copy and consultancy for a raft of good eggs including Anthony Nolan, the National Union of Students, St Mungo’s, and Hillary for America. She was Social Media Manager at the Labour Party between 2016–2019 and now she’s Head of Creative with the lovely team at Forward Action. She leads on fundraising emails, UX copy, and all creative facilitation. She’s an expert in email list growth, digital strategy, organic and paid-for social media, and digital mobilisation.

Rachel founded the specialist charity web agency, Rechord, in 1999. Between 1999 and 2012 they created hundreds of different web applications for organisations in the UK and internationally.
In 2013 she became the 'Donor Whisperer' and focused on helping small to medium-sized non-profits to reach new donors and activists and from there increase their income. She uses a unique process that combines the benefits of consultancy with capacity building.
Her clients include Traidcraft Exchange, the Overseas Development Institute, Jubilee Debt Coalition, the Leprosy Mission of England and Wales, Tax Justice UK, The Canary, Humanity and Inclusion, the Anti-Tribalism Movement, BRACE, New Family Social, Arseh Sevom - and that's just the last year.
She also feels weird writing about herself in the third person.

Ellen is Campaigns Manager overseeing national and local campaigning at the MS Society. She has worked at the MS Society for 2 and a half years, with roles at Scope and Guide Dogs prior to this.

Hannah is Senior Campaigns Officer at the MS Society, working on their local campaigning programme, Local Action for MS and also on social care and carers. She’s worked at the MS Society for a year and a half, and was previously at the MND Association and National Voices.

Executive Director of C6 Digital, London based agency

Ellen is Campaigns Manager overseeing national and local campaigning at the MS Society. She has worked at the MS Society for 2 and a half years, with roles at Scope and Guide Dogs prior to this.

Ellen is Campaigns Manager overseeing national and local campaigning at the MS Society. She has worked at the MS Society for 2 and a half years, with roles at Scope and Guide Dogs prior to this.

Having gotten his start organizing with anti-war veterans and working as Sala Labs, Sales Engineer, and Partner Manager, Bryan now brings his expertise to non-profit and mission-driven clients as 4Site Studios Director of Digital Strategy. Specializing in challenging and complex projects, Bryan works with each client to craft holistic approaches tailored to goals, budget, and outcomes.

Mary Margaret Callahan is the Chief Mission Officer for Pet Partners, where she is responsible for leading mission delivery including the therapy animal program and grassroots advocacy program. She joined Pet Partners in 2013 and has worked to establish the organization as both an influencer and a resource within the animal-assisted intervention (AAI) and human-animal bond (HAB) community. In 2018 she was named one of PetAge Magazine’s Women of Influence. Mary Margaret lives on a small farm outside Seattle with her husband, daughter and menagerie of animals including dogs, cats, guinea pigs, chickens, goats and miniature donkeys.

Joe Derry Hall is a freelancer working on creative digital and communications. His interests include tech innovation, upending power and reimagining different futures. Joe has been the winner of a Mozilla Creative Media Award and the joint winner of a BAFTA digital award. He was previously in-house in campaigning and communications roles at Amnesty International, the Climate Coalition, the Ecocide campaign, Save the Children, Scope and others. He is one of the initiators of Right Way Up, an experiment to create a radical, practical new vision for the social change sector.

Anna Chowcat is the Digital Manager at Refuge and oversees the charity’s digital function and output. Since joining Refuge, Anna has been instrumental in introducing a number of digital engagement programmes including digital campaigns, bespoke email supporter journeys and user friendly donate/campaign pages. Before joining Refuge, she has worked in digital engagement and campaign roles at The Labour Party and Leonard Cheshire Disability.

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