Improving conversion rate in face-to-face fundraise using service design methods : a case of the Finnish Red Cross

Abstract

The aim of the present Master’s thesis is to improve the conversion rate in the face-to-face fundraising unit at the commissioner's organization. The thesis was commissioned by the Finnish Red Cross, an international non-government organization that practices face-to-face fundraising. The focus is on identifying the missing link in the process of monthly donations. The study follows the five steps of design thinking: empathy, define, ideate, prototype and test. First, it aims to understand the psychology and reasons behind donations, and, next, to understand the reason why the donations were cancelled. The study uses service design methods such as contextual interview, mystery shopper, benchmarking, and tools like customer journey map, and stakeholder map.

The ultimate result of the study is to produce a list of ideas that contribute to maintaining the relationship between the donors and the cause of the donations that they agreed to register through the face-to-face fundraising method. In addition, literature about Maslow’s hierarchy of needs and the United Nation’s Sustainable Development Goals were used to gain more knowledge about the topic. At the end of the research, a co-creation workshop was conducted between the researcher and the commissioner’s personnel.

The project was successful in terms of meeting the commissioner's expectations, answering all research questions, and introducing a new service blueprint.