Why has the average donation amount on Change.org's fundraising campaigns declined by 25% since the latest website redesign?

Introduction

The recent 25% decline in average donation amounts on Change.org's fundraising campaigns following a website redesign is a critical issue that demands immediate attention. This analysis will systematically investigate potential root causes, generate data-driven hypotheses, and propose a strategic plan to address the problem. We'll examine both internal and external factors, considering technical, user behavior, and product-related aspects to develop a comprehensive understanding of the situation.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking the redesign might have altered user perception of campaign urgency. Has there been a change in how campaign deadlines or progress bars are displayed?

Why it matters: Visual cues can significantly impact donation behavior. Expected answer: Yes, the progress visualization has changed. Impact on approach: If confirmed, we'd focus on UI/UX improvements.

• Considering user segments, I'm wondering if the decline is uniform across all donor types. Can you share if the decrease is more pronounced among first-time or recurring donors?

Why it matters: Different user segments may react differently to changes. Expected answer: The decline is more significant among first-time donors. Impact on approach: We'd prioritize onboarding and first-time user experience.

• Thinking about the donation flow, has there been any change in the number of steps or fields in the donation process since the redesign?

Why it matters: Increased friction in the donation process could deter larger contributions. Expected answer: The number of steps has increased slightly. Impact on approach: We'd focus on streamlining the donation flow.

• Regarding campaign visibility, has there been any change in how campaigns are featured or recommended to users on the platform?

Why it matters: Changes in discovery could impact higher-value donations. Expected answer: The recommendation algorithm was adjusted with the redesign. Impact on approach: We'd investigate the impact of the new recommendation system.