User interviews / Research synthesis / Feature prioritisation / Design recommendations
of Australians want to leave a gift to charity in their Will
actually do
Project summary
66% of Australians would like to leave a gift to charity in their Will, but only 3% do. Safewill closes that gap by making a Will, and a gift, a few clicks away. To help charities plan, forecast and budget around those gifts, Safewill built them a bequest dashboard.
I interviewed six of the charities using it, then presented my findings and design recommendations to Safewill’s Engineering and Data Analytics teams. They used my recommendations as the base for their redesign of the dashboard.
“This V1.2 is BRILLIANT, thank you so much for your work on it.”
Gifts in Wills lead and interview participant, on the redesignThe problem
Charities liked the first dashboard, but it couldn’t tell them who their bequestors were, why they give, or how to keep them engaged across the years between a pledge and a gift.
Who I spoke to
Bequest Marketing Coordinator
Relationship Manager, Gifts in Wills
Gifts in Wills Coordinator
Gifts in Wills Manager
Development Lead
Key Relationship Manager, Gifts in Wills
* Names have been removed to de-identify participants.
What I found
A gift with a backup charity was counted as two bequests, and gifts people made on their own were credited to Safewill. Charities paying for the dashboard couldn’t trust what it showed.
Without campaign tracking, a charity couldn’t see whether a bequest came from Facebook, an email or a landing page.
Around half of bequestors drop off between pledge and gift. Keeping them means knowing why they care about the cause, not only their age or income.
Prioritising the wishlist
The full prioritisation, the personas and north star I set for the team, and my design recommendations are under NDA.