Giving and Getting Presentation

Page 1

good afternoon cohorts www.givingandgetting.tumblr.com


Strategies for Visual Research www.givingandgetting.tumblr.com


Define Stage Weeks 05 / 06

www.givingandgetting.tumblr.com


adam burges

isabella fernandes obie campbell

Team

www.givingandgetting.tumblr.com


Research problem www.givingandgetting.tumblr.com


“Choose an exisiting charity and design a means by which it can increase its fundraising and other resources. Make it easier for people to give, or make it easier to ask - or both.� RSA Student Design Awards brief

www.givingandgetting.tumblr.com


client

tate

www.givingandgetting.tumblr.com


message  increase donations on the day of visit

www.givingandgetting.tumblr.com


Audience

  we are targeting pEOPLE WHO do not donate

www.givingandgetting.tumblr.com


Context

www.givingandgetting.tumblr.com


client: Tate

Goverment cuts

www.givingandgetting.tumblr.com


client: Tate

www.givingandgetting.tumblr.com


Audience: we are targeting pEOPLE WHO do not donatE

“ Our research has confirmed that Tate Modern and Tate Britain attract a completely diverse range of people. Tate want us to target all of their visitors and alienate none of them. We have to keep our target audience broad. This is the challenge!�

www.givingandgetting.tumblr.com


Methodology

www.givingandgetting.tumblr.com


we came up with some key research questions to help us develop a solution www.givingandgetting.tumblr.com


questions

What ways will people happily donate to charity? What things put people off donating to charities?

www.givingandgetting.tumblr.com


research method #1 Interviewing family & friends

www.givingandgetting.tumblr.com


findings WHAT WAYS WOULD YOU HAPPILY DONATE?

28% 21%

17% 10% 10% 6% 6% 2%

One off Donation

Sponsored Activities Buying Something Monthly Donation Working in Charity Shop Donating Objects Donating Time Direct Mail

WHAT THINGS PUT YOU OFF DONATING?

29% 12% 12%

9% 9% 9%

6% 6% 3% 3% 3%

Street Muggers Trying to Guilt Me Not Knowing Where the Money Goes Junk Mail No Money Not Supporting the Cause Repetitive Asking Useless Incentives Telephone Calls Door to Door Homeless Person

www.givingandgetting.tumblr.com


findings are you aware if gov cuts to the arts

www.givingandgetting.tumblr.com


questions

what are the main barriers to donating? what are the main reasons people do donate?

www.givingandgetting.tumblr.com


research method #2 Donation box role playing

www.givingandgetting.tumblr.com


findings

barriers

drivers www.givingandgetting.tumblr.com


research method #2 X Results Barriers

www.givingandgetting.tumblr.com


questions

what do people carry in their wallets? what are people’s most common methods of transaction?

www.givingandgetting.tumblr.com


research method #3 Contents of purses/wallets

www.givingandgetting.tumblr.com


research method #4 Transaction cards

www.givingandgetting.tumblr.com


findings MOST POPULAR METHOD OF TRANSACTION TO THE LEAST

OYSTER CARD DEBIT CARD COINS NOTES ONLINE PAYMENT

VOUCHER

www.givingandgetting.tumblr.com


questions

how much is a visit to tate worth? what do people think they should donate? what would people actually donate? www.givingandgetting.tumblr.com


research method #5

www.givingandgetting.tumblr.com


findings

£6 £4.50 £3

how much is a visit to tate worth

what do people think they should donate

what would people actually donate?

www.givingandgetting.tumblr.com


questions

what language is effective when asking people to donate?

www.givingandgetting.tumblr.com


research method #6

Language used on the Tate website and donation boxes

www.givingandgetting.tumblr.com


RESearch method #7 Which 2 words do you like / dislike when asked to donate?

Support / Gift / Need / Please / Generosity Believe / Tate / Give / Enjoy / Soon / Visit Donate / Income / Future / Experience Cultural / Free / Keep / Make / Please Explore / Ensure / Every / Discover / Today Thankyou / Charity / Art / Work / Continue Difference / Care / Develop / Museum Love / Visitor / Counts / Involved / Help Keep / Add / Penny/ Show / London’s www.givingandgetting.tumblr.com


FINDINGS

Tone of language used

Needy Patriotic Friendly Funny positive www.givingandgetting.tumblr.com


questions

what percentage of funding is from the public? what is the average donation per visitor?

www.givingandgetting.tumblr.com


RESearch method #8

Tate Messages

www.givingandgetting.tumblr.com


FINDINGS

www.givingandgetting.tumblr.com


findings

Shopping

Coat donation

Coat donation

Send a video message

Draw Ideas

Leave a opinion

Games for all ages

Interactive Zone

Explore the Tate

Views of London

Eat in the Cafes

Visit Exhibitions www.givingandgetting.tumblr.com


questions

number of donaters at other galleries Age / Gender of donators

www.givingandgetting.tumblr.com


RESearch method #9

observing tate visitors www.givingandgetting.tumblr.com


FINDINGS PERCENTAGE OF VISITORS DONATING AT LONDON GALLERIES AND MUSUEMS

5.6%

1%

36%

Tate Modern

V&A

Science Museum * distorted due to the fact a team of fundraisers were on hand.

2.3%

1.2%

0%

Tate Britain

Natural History Museum

Imperial War Museum www.givingandgetting.tumblr.com


FINDINGS

amount of people from each age group that did / didn’t donate

www.givingandgetting.tumblr.com


questions

how effective are donation boxes?

www.givingandgetting.tumblr.com


RESearch method #11

www.givingandgetting.tumblr.com


FINDINGS

Tate Modern

Imperial War

www.givingandgetting.tumblr.com


FINDINGS

www.givingandgetting.tumblr.com


questions

have we found any interesting/innovative/ ways of asking for donations?

www.givingandgetting.tumblr.com


RESearch method #12

www.givingandgetting.tumblr.com


FINDINGS Donating time or other resources.

www.givingandgetting.tumblr.com


questions

do people donate when they visit galleries? what type of people do/ don’t donate?

www.givingandgetting.tumblr.com


findings percentage of females donating / not donating

percentage of males donating / not donating

www.givingandgetting.tumblr.com


findings

www.givingandgetting.tumblr.com


key findings

www.givingandgetting.tumblr.com


key Findings for defining the problem/solution

It is effective to ask outright but puts people off and doesn’t make it a pleasant experience. People prefer to donate out of choice. Raise awareness and remind people to donate. Language barriers “donation’ is a bad word! It is a barrier we should be asking them to question what their visit was worth, and think about leaving a tip. Encouraging all ages who do not donate. Method for donating not only cash i.e oyster card.

www.givingandgetting.tumblr.com


Time plan

www.givingandgetting.tumblr.com


Time plan

Week 6

beCOME MINI EXPERTS ABOUT BEHAVIORAL CHANGE - DESIGN WITH INTENT CARDS

IDEA’S GENERATION TOOLS - IDEO CARDS / CONCEPT CHALLENGE Week 7 finding solutions to develop the barriers

Week 8

CONCEPT CHALLENGE IDEAS PROTOTYPING

TESTING ON AUDIENCE AND CLIENT / FEEDBACK Week 9

Week 10

DELIVER / TESTING / DELIVER

www.givingandgetting.tumblr.com


Expected outcomes

www.givingandgetting.tumblr.com


possible outcomes

•c opywriting a better way to ask, language, signage etc •C ollaboration Does Tate have any link or affiliations with other galleries? Can all of London’s galleries and museums work together to increase awareness? •V isual aids charts etc... • E xperience put on something event specific, eg target the lates, the great tea give away! • innovative Methods for donating donating without money

www.givingandgetting.tumblr.com


thank you any feedback? www.givingandgetting.tumblr.com


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.