Initial situation
NFPDP is a foundation aimed at helping people in debt traps and financial distress. Although the organization had clear and important missions, its online presentation could not sufficiently reach those who truly needed help. The website appeared less comprehensible, the communication of assistance was not sufficiently prominent, and visitors often did not take further steps to contact the organization.
- Low visibility of the organization
- Weak communication of available help
- Low number of contacts, approximately 20–30 monthly
- Lack of trust among the target audience
- Higher psychological barrier when requesting assistance
Project Goal
The main goal was to increase the number of people requesting help, while also enhancing the trustworthiness of the organization. The website needed to clearly show visitors that they are not alone in their situation, that help is available, and that the first contact can take place safely, discreetly, and without unnecessary pressure.
Our Solution
We built the project on a combination of empathetic communication, simple structure, and clearly described pathways to assistance. For such a sensitive topic, it was crucial to reduce visitors' fears, eliminate unnecessary barriers, and create an environment that appears trustworthy, human, and safe.
1. Empathetic communication
We reworked the texts so that they did not appear bureaucratic or detached to visitors. The communication was focused on understanding their situation, reducing feelings of shame, and clearly explaining that requesting help is a correct and safe step.
2. Simple structure
We simplified the structure of the website so that visitors could quickly access the most essential information. The priority was to eliminate confusion, shorten the path to requesting help, and clearly separate information for applicants, donors, and the public.
3. Clear steps for assistance
We proposed a clear process that shows visitors what happens after submitting a request. As a result, people better understand the entire process, know what to expect, and feel less worried about taking the first step.
4. Anonymous form
We incorporated an anonymous form into the website, allowing people to describe their situation without the need for immediate personal disclosure. This significantly reduced the barrier to first contact and increased willingness to request help.
5. Client stories
Part of the solution also included client stories that showcased real situations in which organizations can help. These stories built trust, humanized the brand, and helped visitors better identify with the content of the website.
Results
- The number of requests for assistance increased from 20–30 to 90 monthly
- Requests for help increased by 220 % during 4 months
- There was an increase in trust, among other things due to lower immediate exit rates
- Visitors engaged more and more often proceeded to the form
- The organization gained a stronger and more trustworthy online presence
Financial Impact
Better communication of the mission, clearer presentation of the impact, and more trustworthy website also contributed to an increase in the volume of donations by 180 %. The website thus helped not only people in difficult situations but also boosted the organization’s ability to finance its activities.
Return on Investment
- Investment: 120 000 Kč
- Return: approximately 2 months
Key Benefits
- More people accessed available help
- Stronger and more trustworthy brand of the organization
- Higher trust among the public and target audience
- Easier way to request help
- Higher volume of donations and better support for the organization’s mission
Summary
The website helped the organization NFPDP more effectively fulfill its mission. Thanks to empathetic communication, simplified structure, anonymous form, and more trustworthy presentation, more people felt empowered to request help. The project also strengthened the brand of the foundation, increased public trust, and contributed to growing the volume of donations.
