Case Study
OUR mission, goals, objectives & work
Tools
Farting Cows
Farting Cows, a non-profit organization based in Vancouver BC.
Mission
We offer learning workshops and fundraising opportunities within our community to maximize the impact of our hard work and dedication.
Goals
1. Improve website usability to attract new donors, maintain a long term relationship with repeating donors and unravel new opportunities in our community.
2. Raise awareness and educate our younger generations in a fun/interactive way, utilize social media to expand our reach
3. Improve the donation design element on our website (mobile and desktop) , make donating online easier and more efficient.
Objectives
To better understand that climate change has led to serious damage in our ecosystems, livelihoods and global health security.
WHAT IS A COW FART?
Cow fart, a methane gas produced by cows as their ruminant digestive systems break down plants. Methane gas is 80 times more powerful than carbon dioxide.
Source: Reuters "War on cow gas is stinky but necessary job in climate-change struggle"
Cattle and other ruminant animals account for about 4% of U.S. greenhouse gas emissions, according to the U.S. Environment Protection Agency (EPA).
A single cow can produce 70-120kg of methane a year.
WHY FARTING COWS?
We all have donated to some charities at least once in our lives. As technology continue to develop, we moved from donating cash to a donation box to donating online using various payment methods. According NNGroup, a user research based on how usability issues can be the deal breaker for a donation.
50% were usability problems relating to page and site design, including unintuitive information architecture, cluttered pages, and confusing workflow.
Source: Nielsen Norman Group
OUR TARGET AUDIENCES
OUR POTENTIAL DONORS
1. PRIMARY
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ACTIVIST
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PHILANTHROPIST
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AMBASSADORS
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ENVIRONMENTALIST
2. SECONDARY
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BLOGGERS
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STUDENTS/TEACHERS
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CURRENT EVENTS COMMENTATORS
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METEOROLOGIST
This indicates how greatly the design of donation process can impact the donation. Through user research, another potential deal breaker is how secure the donation process is. Most donors are prompt to provide credit card information therefore it is important to focus on data security issues when optimizing our website.
CONCEPTUAL DATA USED IN THIS PROJECT
Based on our findings, some of the user needs and pain points include: Lack of Scientific research, volunteers unable to commit to projects and lack access to updated information. We were able to problem solve using actions and features that were identified as crucial and beneficial when designing a non-profit website.
Direct mail motivated 36% more donors to give online compared to previous year.
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Google Analytics states: new users have increased by 10% within one year. New comers resulted mainly from organic and direct research
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MailChimp, an all-in-one marketing platform for small businesses. The average open rate increased 25.5% in 2019 and the click rate is 2.6%. A higher than average open and click rate indicates good email strategy.
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The user interface lacks responsive features that allows audience to interact and provide feedback.
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Social media plugins hellps increase users by 19.69% in2019-2020.
