Foodcycle is a fast growing charity, taking waste food from supermarkets and turning it into nutritious meals (and other social benefits) at a network of community cafes run by volunteers.
They have over 1200 volunteers across the country and a small head office team, so they wanted to work out how to support volunteers better and scale and improve the digital platform which underpins HQ and the community cafes.
FoodCycle worked with The GivingLab in developing and planning for the expansion of our national movement. The support allowed us to gain key insights into better understanding the motivations behind why people volunteer or give in other ways to FoodCycle, as well helping us to identify the tech needed to better support giving in our charity. Kieran Daly, Head of Programmes, FoodCycle
We believe designing effective digital services starts by understanding audiences, customers or users and their needs. Through a series of workshops with volunteers and Head Office staff we researched motivations and needs of different types of volunteer, the different experiences volunteers have had at different centres and where the current IT/digital support fits in and where it could improve the experience in the future and allow Foodcycle to grow without dramatically increasing costs.
Once we mapped users needs and their journey’s, we worked alongside the Foodcycle team to define all the potential technical requirements for the improved platform and helped them prioritise features which delivered the biggest impact.
We also identified quick wins, many of which didn’t cost money. For example asking volunteers when they moved if they’d like to consider opening a community cafe in their new location, or creating a visible ‘career structure’ for volunteers to take on more responsibility.
If you’re planning to deliver services digitally, doing online fundraising or planning to launch an app or mobile service, here’s 5 tips for success:
- Define your objectives AND measures of success. What are you trying to achieve and how will you know you’ve made a difference? For example if your objective is ‘We want to increase the number of long term volunteers with the same resource level’ three potential measures of success could be: number of volunteers, resource spend and volunteer retention length.
- Understand your audience and their needs. Base your model or solution on evidence – Conduct research with the key audiences and understand their needs. Explore how other organisations have solved this problem. Get expert advice. Have the measures of success you are setting have been achieved elsewhere?
- Design an EXPERIENCE not a process. If you want more volunteer output, how do you want them to feel as they express interest, join, train and start helping your charity. Map out every single step and think about how each step feels. Where does digital help and where does team leadership and face to face contact matter? For example, do you send a thank-you at each stage to show you value volunteers time and effort? Do you screen early and effectively to make sure you don’t waste resources or the volunteers time?
- Test , test and test again – Put 25-25% of your budget aside to pilot and test ideas. Test paper designs with potential users before you build; do the words and headings make sense to the target audience, is the proposed user journey intuitive, could the least IT comfortable person work through the necessary steps? Then if you can test a prototype and finally launch a great experience. Don’t make launch day your first test.
- Measure and learn – the process doesn’t stop when the website, app or service is launched. Make sure analytics are built in from the start to measure the things you want to achieve. Are people behaving the way you expected, is this achieving the measures of success you set at the start? Look for quick simple improvements.
If you’re interested in volunteering, you might like this article on turning volunteers into donors, or if you’d like help to design and deliver better deliver services, manage volunteers or improve your fundraising get in touch: email@example.com