IN A NUTSHELL
Funraisin helps Red January to streamline their user experience across registration and fundraising to increase conversion rates
About the Organisation
Hannah Beecham founded RED January to inspire people to move every day to beat the winter blues away, and to fund mental health and movement projects in local communities, like the sessions run by the charity, Sport in Mind.
About the Charity
Sport in Mind is a mental health charity that aims to improve the lives of people experiencing mental health problems through sport and physical activity.
What's the big idea?
RED January is a nationwide movement empowering you to get active every day to support your own mental wellbeing - more than half of REDers experience a significant improvement in happiness and 74% report being more active than usual during the campaign.
The Challenge
- Create an inclusive and accessible event to bring the whole RED community together to get active and support their mental wellbeing in January.
- Create a seamless branded experience from the main RED site to the event microsite.
- Create a nationwide movement and ensure the platform can handle high traffic and load.
- Encourage participation in the challenge itself and sharing their experience as a REDer, with fundraising as a secondary focus.
- Optimise across registration and fundraising, with data-led personalisation and nudges.
The Solution
- Registration: We created an out-of-the-box online event, open to individual and team fundraisers in the UK to bring together the wider RED community, from towns, to schools and companies.
- Reliability: To support the nationwide movement, we created a reliable and secure platform to manage high traffic.
- User experience: We evolved the brand experience and supporter journey by creating a seamless UX journey from the main RED site, to the event site, to nudge supporters from awareness to registration, fundraising and donating. These stages can be easily tested, tracked and optimised. This is then complimented by in-life supporter emails via the Campaign Monitor integration, which is fuelled with participant behavioural data to drive activation and engagement.
- Sign ups: To maximise participation across the community, we added the ability to either create or join a team at registration, or give participants the ability to invite people to join their team after they've signed up themselves.
- Rewards: Each page is packed with features to help participants tell their personal story and engage, from blogs to gamification badges. This includes a badge to incentivise unlocking their signature laces at £31 raised (equivalent to funding a school workshop, educating young people about the benefits of movement on their wellbeing). This is also their first suggested donation handle on a fundraiser's page.
74%
More active as a REDer
312,182km
Distance covered
Results
"We set out to ensure the sign-up journey for RED January was as smooth as possible, to create a space where those participating for daily movement and those taking part to fundraise for mental health causes would be equally well-served, and to engage all REDers with building a fun profile that reflected their RED experience.
We were really pleased with the low percentage of incomplete journeys, and it's been heartwarming to see just how many people in our community have been engaging with the badges and leaderboards elements of this year's campaign.
In addition, the way we were able to work with the Funraisin team to explore the integration with our Campaign Monitor account, designing automated journeys that could deliver useful, encouraging prompts - has been fantastic, and given us a great platform to build on for future years."
"We've been so impressed by the pro-active, solutions-focused and detail-orientated approach from the Funraisin team, all whilst being reassuringly calm and enthusiastic. We’re really proud of the registration/fundraising experience this year, and it’s been heartwarming to see how smooth the sign-up journey has been for REDers. It’s a pleasure to team-up with Funraisin for RED January!"
Hannah Beecham - RED January founder
What you could apply for your site
- Integrate your email and CRM platforms to encourage participation in your event.
- Add gamification badges and pair with behavioural data to nudge fundraising activation and page averages.
- Increase activation within registration with a personal donation, with tailored donation handles to your cause.
- Incentivise fundraisers to hit specific donation milestones with rewards.
