Unicef and Chameleon mobile giving presentation from ad:tech London 2013.

1. MOBILE DONATION FUNNEL CASE STUDY

2. ABOUT/
CHAMELEON
The Experts in Digital for Charities.
Chameleon is a digital first agency with
creativity at its core.
Based in Farringdon, London we have 15
year’s experience delivering creative and
innovative solutions that engage and
inspire in an always-on world.
Our team of 20 are digital marketers,
strategists, creatives, technologists,
information architects and data geeks.
We create multi-channel experiences for
charities and not-for-profits because
when they mobilise people, they change
the world for the better.

3. 3
• Audience research
• Business analysis
• Content strategy
• SEO
• PPC
• Website design
• CMS development
• eCommerce
• Digital Fundraising
• Systems integration
• Social media marketing
• Email marketing
• Hosting
• Application support
• Conversion rate
optimisation
• IA
• UX
WHAT/
WE DO

4. OUR/
CLIENTS

5. 5
ABOUT UNICEF
UNICEF International:
• World’s leading organisation for
children
• Work in over 190 countries
• Work at all levels to protect
children’s rights
• No funding from UN
UNICEF UK:
• Registered UK charity
• Fundraising and advocacy
• UK programmes

6. 6
OUR MOBILE JOURNEY
Donations
funnel
Mini
mobile
site
Full mobile site
2011 2013

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OUR MOBILE JOURNEY
Donations
funnel
Mini
mobile
site
Full mobile site
2011 2013

8. 8
OUR REQUIREMENTS
• Mobile optimised
• Mobile vs Tablet
• Using widely recognised mobile
design features
• As few pages to load as possible
• As few data capture fields as
possible
• Multiple payment options
Why mobile, not responsive?
• Lots of functionality
• Rarely needs updating

9. /APPROACH
PROJECT

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• Requirements gathering
• Wireframes
• Design/UX
• Implementation
• User testing
PROCESS

11. WEB VERSION

14. 14
MOBILE SITE

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• Sniffer – per device
• Better user experience than responsive
• Integrated with appeals and CRM systems
• Appeals & campaign tracking
• Different payment options – Worldpay. Paypal, direct debit,
Google checkout
POINTS OF NOTE

22. 22
• Comparing first half of this year to same time previous year
(before mobile donation funnel):
• # visitors from mobile were approximately the same
RESULTS
MOBILE REVENUE
INCREASED BY
79%
CONVERSION RATE
INCREASED FROM
0.12% TO
0.37%
NUMBER OF
DONATIONS
INCREASED BY
167%

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• Don’t simply retro-fit from
desktop – think from scratch
• Broken down internal barriers
• Important to scope all user
journeys
• Sniffer - cater for screen size not
device
• Simulator vs real devices
• Splitting into several projects
paid off
• Learnings taken forward to
subsequent mobile projects
LEARNINGS

24. Q&A
VICKY REEVES
MANAGING DIRECTOR
vicky.reeves@chameleon.eu
@chameleon_eu
@vickyreeves
www.chameleon.eu
JESS WRIGHT
DIGITAL MANAGER
@jesswright
@unicef_uk
www.unicef.org.uk