Campaigning is the lifeblood of human rights champions Liberty, it’s key to how they deliver their charitable mission, amplify issues that affect us all and build their membership base.
Given the range of actions Liberty wants their audience to take, they need to create content, forms and pages that engage and convert people effectively. In the past, this has been a challenge – especially on mobile phones.
Working with the agency Root to Branch, Liberty developed simple, action focused, mobile optimised web page blueprints. These were developed to be quick to build and deploy, allowing the team to take advantage of key moments in time. In line with this approach, they also developed an agile approach to approval, with a 24 hour turn-around time.
“You can have a great form, but without the right proposition, copy and imagery it won’t work – you need everything to be great and paired with the right call-to-action”
Liberty’s team also used multivariate page testing to test their design decisions and assumptions. This generated learnings around page layout, imagery and copy that could be fed back into their blueprints, with a focus on increasing conversion rates when they ran their next Campaign.
In the 6 months following Liberty’s transition to this new approach, their advocacy pages went from converting just 8% of page visitors to 36%, with more people opting into communications after taking action than ever before.
Responding quickly to current events had a huge impact on donor recruitment, when the news broke that the charity would be launching legal action against Suella Braverman, they launched a hand-raising action with a Membership ask; the team signed up 800 new Members in a week – a huge increase on their average of 30.
“Fundraising can be seen as a dark-art…” explains Andrew Taylor-Dawson, Development Manager at Liberty “… but integration and the relationship between our advocacy and fundraising teams is so important, when we come together we can achieve so much”.
