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Thanks, Come Again - Audience-Centric Design

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Roger Burks
Roger Burks

1) The document discusses Mercy Corps' strategy of using compelling stories and storytelling to engage online audiences and encourage action on their website. 2) Mercy Corps uses "storytelling" to quickly connect readers to a name, face, and story to keep them engaged on the site and potentially take action. 3) Examples are given of less and more compelling ways to describe Mercy Corps' work, with the personal story of "Laurene" being more engaging than a description of programs. 4) Metrics are provided showing Mercy Corps' storytelling approach has led to more online donations and engagement than other international NGOs.

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Thanks, Come Again: Audience-Centric User Experience Roger Burks, Mercy Corps [email_address] National Press Club Washington, DC November 5, 2009
The “Ladder of 贰苍驳补驳别尘别苍迟”
The “Jungle Gym of 贰苍驳补驳别尘别苍迟”
“ Global 贰苍驳补驳别尘别苍迟” One hub, four satellite websites, one goal: information, engagement and action across multiple channels Hub: Mercy Corps (www.mercycorps.org) Global Envision (www.globalenvision.org) Global Citizen Corps (www.globalcitizencorps.org) MicroMentor (www.micromentor.org) Action Center (www.actioncenter.org)
Mercy Corps’ strategy: Storytelling Why storytelling? Studies show that you have only 56 seconds to convince an online reader that they should read more and stay on your website. OUR JOB: Connect readers to a name, a face and a compelling story as quickly as possible, so that they’ll stay and possibly take action.
Mercy Corps’ strategy: Storytelling Action is at the heart of what we do - it’s the step that connects our constituents to those we serve. But how do we get that anonymous person sitting behind a computer screen to make that commitment and take action? We first have to make them: Think Feel Care
PEOPLE RELATE TO OTHER PEOPLE - NOT PROGRAMS. Which is the more compelling story to you? “ Mercy Corps Congo prevents morbidity and mortality by providing lifesaving services to both displaced families and the general population, fills gaps in water and sanitation services when needed, and advocates for improved services within the humanitarian coordination units .” Or…
“ Her name is Laurene. She lives in a church. She is 10 years old. “ She is among thousands of children who have taken refuge in urban Goma's gritty neighborhoods rather than risk dangers in the camps. They're being housed in churches, schools, community centers and other public buildings - but they're neither getting the food nor most of the other assistance that those in the camps are receiving. “ Mercy Corps has stepped up to fill the void and meet at least three of their most critical needs: clean water, sanitation and hygiene…but it's not easy to explain why we didn't bring food today. “ So Laurene sits quietly on a church pew, in the place she now calls home, and waits for something to eat.”
Checklist for a compelling online story: Is this a story I want to tell? Does the story have a heartbeat? Is the story transformative? Does it sound like us? Does it have an expiration date? Will it make the reader want to do something? Mercy Corps’ strategy: Storytelling
MercyCorps.org – March 2004
MercyCorps.org – today
MercyCorps.org – March 2004, inside page
MercyCorps.org – today, inside page
MercyCorps.org by the numbers Nearly 2,000 stories and other pieces $6 million raised online in FY09 Approximately $40 million raised online over last five years About 4,000 active online monthly givers 280K page views per month - 100K unique visitors (1 million views and 375K unique in emergency)
How Mercy Corps’ storytelling approach stacks up Comparison with 12 other international NGOs Higher percentage of online donations 43% compared to group average of 17% More money per online donor $150 annual revenue — 20% higher than group average Younger and more generous online donors 48% of our online donors are 44 years old or younger — group average is 35%. The 35-44 age group averaged $165 annual revenue per online donor.
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A new strategy: MercyCorps.org/blog “ A daily look into the work, thoughts and ideas of our team around the world” Launched in May 2009 Already 246 entries 90 unique bloggers from 25 countries Bloggers can post their entries directly to the website Emphasis on authenticity , not polish
Recent disasters in Indonesia and Samoa first test of real-time emergency blogging Eight field correspondents Content comes directly from field Frequent updates encourage return visits (and possible donations) A new strategy: MercyCorps.org/blog
“ Your Facebook page and web site has kept me up to date much faster than the standard media seems to have done. I've just been looking around the net for information and you were right there .” – Darcy Sholts, a comment on our Facebook page A new strategy: MercyCorps.org/blog
From www.stevenberlinjohnson.com Thanks, come again – for the news

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Thanks, Come Again - Audience-Centric Design

  • 1. Thanks, Come Again: Audience-Centric User Experience Roger Burks, Mercy Corps [email_address] National Press Club Washington, DC November 5, 2009
  • 2. The “Ladder of 贰苍驳补驳别尘别苍迟”
  • 3. The “Jungle Gym of 贰苍驳补驳别尘别苍迟”
  • 4. “ Global 贰苍驳补驳别尘别苍迟” One hub, four satellite websites, one goal: information, engagement and action across multiple channels Hub: Mercy Corps (www.mercycorps.org) Global Envision (www.globalenvision.org) Global Citizen Corps (www.globalcitizencorps.org) MicroMentor (www.micromentor.org) Action Center (www.actioncenter.org)
  • 5. Mercy Corps’ strategy: Storytelling Why storytelling? Studies show that you have only 56 seconds to convince an online reader that they should read more and stay on your website. OUR JOB: Connect readers to a name, a face and a compelling story as quickly as possible, so that they’ll stay and possibly take action.
  • 6. Mercy Corps’ strategy: Storytelling Action is at the heart of what we do - it’s the step that connects our constituents to those we serve. But how do we get that anonymous person sitting behind a computer screen to make that commitment and take action? We first have to make them: Think Feel Care
  • 7. PEOPLE RELATE TO OTHER PEOPLE - NOT PROGRAMS. Which is the more compelling story to you? “ Mercy Corps Congo prevents morbidity and mortality by providing lifesaving services to both displaced families and the general population, fills gaps in water and sanitation services when needed, and advocates for improved services within the humanitarian coordination units .” Or…
  • 8. “ Her name is Laurene. She lives in a church. She is 10 years old. “ She is among thousands of children who have taken refuge in urban Goma's gritty neighborhoods rather than risk dangers in the camps. They're being housed in churches, schools, community centers and other public buildings - but they're neither getting the food nor most of the other assistance that those in the camps are receiving. “ Mercy Corps has stepped up to fill the void and meet at least three of their most critical needs: clean water, sanitation and hygiene…but it's not easy to explain why we didn't bring food today. “ So Laurene sits quietly on a church pew, in the place she now calls home, and waits for something to eat.”
  • 9. Checklist for a compelling online story: Is this a story I want to tell? Does the story have a heartbeat? Is the story transformative? Does it sound like us? Does it have an expiration date? Will it make the reader want to do something? Mercy Corps’ strategy: Storytelling
  • 12. MercyCorps.org – March 2004, inside page
  • 14. MercyCorps.org by the numbers Nearly 2,000 stories and other pieces $6 million raised online in FY09 Approximately $40 million raised online over last five years About 4,000 active online monthly givers 280K page views per month - 100K unique visitors (1 million views and 375K unique in emergency)
  • 15. How Mercy Corps’ storytelling approach stacks up Comparison with 12 other international NGOs Higher percentage of online donations 43% compared to group average of 17% More money per online donor $150 annual revenue — 20% higher than group average Younger and more generous online donors 48% of our online donors are 44 years old or younger — group average is 35%. The 35-44 age group averaged $165 annual revenue per online donor.
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  • 20. A new strategy: MercyCorps.org/blog “ A daily look into the work, thoughts and ideas of our team around the world” Launched in May 2009 Already 246 entries 90 unique bloggers from 25 countries Bloggers can post their entries directly to the website Emphasis on authenticity , not polish
  • 21. Recent disasters in Indonesia and Samoa first test of real-time emergency blogging Eight field correspondents Content comes directly from field Frequent updates encourage return visits (and possible donations) A new strategy: MercyCorps.org/blog
  • 22. “ Your Facebook page and web site has kept me up to date much faster than the standard media seems to have done. I've just been looking around the net for information and you were right there .” – Darcy Sholts, a comment on our Facebook page A new strategy: MercyCorps.org/blog
  • 23. From www.stevenberlinjohnson.com Thanks, come again – for the news