Battersea doubles its online giving income with new donation platform

In a three-week trial before Christmas, the animal charity trialled the goDonate platform by WPN Chameleon

Battersea has doubled its income through online giving during a split platform test over the Christmas period.

The animal charity ran a trial over the three weeks leading up to Christmas in conjunction with the digital agency WPN Chameleon, which switched Battersea to its goDonate platform.

The split test randomly sent half of the charity’s website visitors to its existing donation system and half to the new new platform. WPN said the website would remember visitors’ IP addresses so that if they returned to the site they would be presented with the same option again. The 50/50 split was the same across all devices.

Results from the test found that there were 63 per cent more transactions on the new platform, with the goDonate system taking 35 per cent more income. The actual number of transactions has not been disclosed, but Vicky Reeves, managing director of digital at WPN, said the number was "in the thousands" at what was the charity’s busiest time of the year.

"This statistically proves that having a good online donation experience can make a massive difference to how many users who come to your website go on to make donations," Reeves said.

"Battersea wanted to simplify and improve the online giving experience for its supporters with a more engaging donation journey, and offer greater choice using the latest payment technologies."

Lauren Rayner, the head of digital at Battersea, said she was pleased to have launched the new platform and "receive such encouraging initial results".

The charity has now moved all of its online trading onto the goDonate platform.

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