Increasing online donations to charity websites through donation form design: a Catholic Relief Services case study

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dc.contributor.advisorSummers, Kathryn
dc.contributor.authorCasserly, Erin
dc.contributor.departmentUniversity of Baltimore. School of Information Arts and Technologiesen_US
dc.contributor.programUniversity of Baltimore. Master of Science in Information Design and Information Architectureen_US
dc.date.accessioned2017-01-05T20:31:37Z
dc.date.available2017-01-05T20:31:37Z
dc.date.issued2012
dc.descriptionM.S. -- University of Baltimore, 2013en_US
dc.descriptionThesis submitted to the School of Information Arts and Technologies of the University of Baltimore in partial fulfillment of the requirements for the degree of Master of Science in Information Design and Information Architectureen_US
dc.description.abstractThe purpose of this study was to investigate whether design changes to a charitable organization's online donation form can lead to an increase in online donations. Catholic Relief Services (CRS), a leading international aid and relief charity located in Baltimore, MD, was the main subject. This research consisted of a literature review of topics, including the psychology of charitable giving, the economic environment of charitable giving in the U.S. and best practices for interaction and form design, and two areas of testing. The first testing portion of this study conducted in-person user testing on the existing monthly donation form for CRS, in order to determine areas for improvement. Next, a multivariate test between the original donation form design and proposed, improved design was conducted on the main CRS website to find which form had a higher conversion rate for online donations. The results of this study were evenly split and warrant further research and discussion in the future.en_US
dc.format.extent71 leavesen_US
dc.format.mimetypeapplication/pdf
dc.genrethesesen_US
dc.identifierdoi:10.13016/M2TK0Z
dc.identifier.otherCasserly_baltimore_0942N_10048
dc.identifier.otherUB_2012_Casserly_E
dc.identifier.urihttp://hdl.handle.net/11603/3757
dc.language.isoen_USen_US
dc.rightsThis item may be protected under Title 17 of the U.S. Copyright Law. It is made available by the University of Baltimore for non-commercial research and educational purposes.en_US
dc.subjectCharitable givingen_US
dc.subjectDonation formen_US
dc.subjectInteraction designen_US
dc.subjectNon-profit fundraisingen_US
dc.subjectOnline donationen_US
dc.subjectWeb form designen_US
dc.subject.lcshWeb-based user interfacesen_US
dc.subject.lcshDesignen_US
dc.subject.lcshElectronic fund raisingen_US
dc.subject.lcshWeb sitesen_US
dc.subject.lcshCatholic Relief Servicesen_US
dc.subject.lcshFinanceen_US
dc.titleIncreasing online donations to charity websites through donation form design: a Catholic Relief Services case studyen_US
dc.typeTexten_US

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