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Award winning donation forms

Alzheimer's Research UK

Winner of the for the Institute of Fundraising Insight Award for 'Most powerful use of Digital'



// What we set out to achieve

Dementia is the greatest medical challenge of the 21st century, but research can beat it. That is why Alzheimer’s Research UK have a hugely ambitious fundraising target. In order to achieve their goals, and maximise the return from all marketing spend, they needed to optimise conversions from their online donation process.

The strategy

// Gaining a deep understanding of the problem

We always start with understanding the aims of the charity and the audience. The key here was making the form work well for new supporters. To do this we mapped out the process for all the different types of online donations including fundraising and in-memory donations. We used Google Analytics data (unfortunately a bit limited), competitor analysis and internal data to develop wireframes for testing.

We carried out face-to-face UX testing with wireframes and then later with a working mock-up. This allowed us to understand what motivated people, what put them off and what they found complicated or easy. Then we built the final forms and implemented them with CommittedGiving, the suppliers of Alzheimer’s Research UK’s donation processing platform.

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Conversions increased by 140%

Regular donations increased from 9% to 24%

Richer feedback and supporter data

The results

// Huge boosts to conversions


The new form design has increased the online conversion rate from an average of 35% to 55%, a 140% increase in donations.

The new design also worked to increase the percentage of regular donors from 9% to 24%. As well as this Alzheimer’s Research received so many new messages for their ‘In-memory’ book, they filled it up within weeks. The new form supported the campaign launched in 2015, for which Alzheimer’s Research UK won IoF Charity of the year.