Fundraising Standards Board
A new website and annual complaints return for the national regulatory body for fundraising.www.frsb.org.uk
The Fundraising Standards Board (FRSB) runs the only self-regulatory scheme for fundraising bodies in the UK. It aims to provide, on behalf of its member charities, the highest standard of regulation in fundraising.
We’ve worked with the FRSB for the past few years, so when they came to us with a plan to refresh their existing site, along with an improved annual returns form, we gladly accepted.
The aim for the new site was to merge the members version of the site, with the public site, so the two could exist alongside each other and would, in turn, drive higher traffic levels to the combined site. Specifically, FRSB wanted to increase the number of unique visitors by 25%, as well as increase the number of complaints registered, and the number of applications by 10% each.
The challenge, for us, was to improve on our past work. We already had a really effective annual returns form in place, so taking that apart and finding ways to improve it and make a complex form suitable for a range of different users, was our main priority.
Balancing the needs of disparate user types is difficult. Members of the public would be looking to the FRSB for completely different things to charities. Even within charities we had to balance the needs of large charities with small ones.
The FRSB enlisted the help of Content Clicks to take a content first approach to the issue. We began by taking part in two organised focus groups, one with charity supporters and one charity members. This resulted in a clear content plan which balanced the needs of each user type.
Having this information before we began allowed us to make much more confident decisions around key areas of the site, such as the homepage. Call to actions were clear and focused, grouped together in audience types allowing people to see enough to get an idea of everything the FRSB does, while not overloading them with irrelevant information.
Adam – Designer on the project
The site itself was redesigned from the ground up, keeping the blue and white corporate colours, and incorporated a fluid, responsive design, making it accessible for mobiles, tablets, desktops and any screen sizes in between.
We focused on usability, with an AJAX-driven directory, which means that the site dynamically updates without a user having to refresh the page, creating a rich user experience
The Annual Return
Working to tight timescales we had little time to experiment. The Annual return form is complex, so we looked to other websites who do a great job at making lengthy forms usable. Insurance sites, such as Compare The Market, contained a lot of transferable knowledge and we used a lot of these patterns in our intial wireframes.
The final annual returns form was built with the range of users in mind, so that it would react to different needs and the level of information inputted. So members with a more lengthy return would find it simple and easy to use, but members with less to input wouldn’t feel as though the form was too time consuming.
The form was split into various sections and, based on the options selected, would skip irrelevant sections to keep the user engaged; ensuring the more annual returns are filled out and submitted. People could also save their return and come back to it later, as well as clearly seeing where they were up to and what they had missed.
The site has just recently launched and it’s functioning well in the height of the annual returns period. It combines the functions of the two old sites, with a refreshed design, updated content and a flexibility to cater for both the public and FRSB members, while helping to meet the FRSB’s aims and objectives when increasing visitors, applications and submissions.