Establishing primary and secondary aims are important in pinpointing what aspects should take prominence over others within the app. But also to help us better understand how the platform can start to take shape, with what features will facilitate these aims.
Primary Aims:
- Transparency (about the inner workings)
+ Knowing where the money is going
+ Being clear about why the money is being spent (direct to charity, advertising, marketing, staff costs)
+ Inciting trust in the organisation through same way AirBnB, Uber etc. You trust the brand enough that you ultimately trust the individuals that work for said company. In our case, you trust the platform enough to trust the individual charities within that. (Ties into certification badge point below)
- Empower the donator
+ Making the giving process more efficient and easier
+ Allowing donator to adjust amounts according (to who/ how much/ when)
+ Option of microdonation (allows a bigger demographic of the public to do good & get involved)
+ Not just money donations - possibility for fundraising for one specific/ multiple charities (group/ community fundraising etc.) or lending skills.
- Create a level playing field for local charities
+ Giving local, smaller independent charities a bigger voice for their actions/ concerns
+ Certification badge (from the platform) to authenticate the charity - to inspire confidence in the public.
Secondary Aims:
- Facilitate discussion
+ Create a two-way stream between people and charities within the platform - sparking conversations, ideas, events etc.
+ Social feed that combines good things being done, new issues to be tackled, conversations regarding setting up fundraising groups etc.
- Champion the good that the charities are doing
+ Not always is shown the good that charities do, instead just the problem (e.g. ads about starving children in Africa)
- Reduce administration (and ultimately cost)
+ Money is often spent on third party administration (e.g. phone calls - see Autism phone call blog)
How can we achieve these through our platform?
Transparency
Showing where your money is going by seeing a short breakdown of the donations being split up into it's division however which way the individual charities decide to spend the money.
E.g. £20 donation
70% of the donation goes directly to cause.
- Helps provide a family with a support worker for several hours
30% goes advertising, marketing, staff costs etc.
- Creating a new campaign to encourage people to donate.
- Wages
In doing so, this can hopefully educate the public in understanding where their money actually goes, giving them more confidence that these charities are doing their part properly.
Empower the Donator
- Toggles so that the user can adjust their donation amounts accordingly, whenever they feel fit. Giving them full control over their giving, as after all it is their money.
- Making giving a matter of clicks away as opposed to a lengthy sign up process per charity. Input details once and from then on, it's only 2\3 clicks from donating to other new charities.
- Not everyone can always afford the bigger, more costly donations, so there is an element of microdonation that allows users to get involved and do good by donating smaller amounts here and there.
- Fundraising possibilities that will mean people can organise events and contribute to a cause(s) without having to donate just money.
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