Product/UX Designer
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An email marketing system design

 
 

Challenge

Design a solution that helps individuals make a better informed choice when allocating their donations.

 

My Role

The project was done in collaboration with Blackbaud and my teammates at the time were Tony Pattin and Tian Xia. My responsibilities were from understand the constraints of the project through research all the way to the final deliverables.

Process

We interviewed our stakeholder, UX manager at Blackbaud and learnt the most widely used software offerings are CRM systems such as fundraising management (eTapestry), administration system (Altru). This inspired us to design an email marketing system that adds to their current used CRM system to bridge the connection between the donors and the beneficiaries.

 

 
 

Insights from Primary Study

One of the biggest concerns of the donors is that they aren't well informed of the use of their donation and they lose sight of the alignment between their donation and the overall mission. They give money to the organization not because the organization has needs but because the organization meets the needs of others. The donation given to the organization is really the donation given through the organization.

Design Core

We want to affirm and acknowledge donors that their choice was the right choice by sending them personalized stories of the victims to help bridge the gap between the donors and the victims themselves. As a result, their contribution is appreciated and they are encouraged to become long term donors.

Story of Donor Rob and Manager Kate

We constructed this story of donor Rob made his first donation to hurricane sandy to this Non-profit organization Red Hope. Kate, the manager of the client relationship is trying to keep donors positively updated with the progresses of this project and what has been done with the help of his donation. To keep them involved is the first step of motivating them to become a long term donors.

 
 

How it works

1. Select the type of email to start
The guided experience changes depending on the type of email they are drafting. The staff member is able to choose between a regular email or a story about ongoing projects to start with.

2. Select one project to work with
The second step is to choose a project to work with. The system will automatically pull out related information such as pictures, videos, graphs and articles all kinds of data points related to a chosen project.

 
 

3. Compose a story following the story template
The story template breaks the story into three major components: the intro, the body and the call for action. Guidance in shaded characters works as a reminder for the staff member to easily draft such letter by drag and drop different pre-populated components into the template and edit afterwards.

 
 

4. Preview
Preview the story in either desktop or mobile view and making sure texts, pictures, videos have fallen in places.

5. Choose recipients and filling out basic email info
Staff member is able to sort donors different attributes such as donor type, name, last time of contact and donation amount and select a list of recipients.