01The challenge
Good Law Project (GLP) is a beacon of hope for people who believe in using the law for a better world. Founded by Jo Maugham KC, the not-for-profit campaign organisation has taken on issues from transparency to good governance, and won.
It played a key role in overturning the prorogation of the UK Parliament in 2019. Working with Friends of the Earth and ClientEarth, GLP also took the legal action that ended with the High Court ruling the UK Government's Net Zero strategy unlawful.
Funded mainly by public donations and crowdfunding, GLP is fiercely independent. By 2023, after a period of high growth, it needed to overhaul its digital infrastructure: better reporting, a better supporter experience and more efficient operations. The team wanted to use data to make evidence-based decisions, particularly about fundraising appeals, and to work in a more agile way.
02The solution
After an exhaustive search for a partner to support the transformation, GLP's technology team chose SmartRaise for all of its donation needs. Together they made a series of improvements:
- Donation formsMoving the website's donation forms to SmartRaise gave donors a seamless experience. GLP now accepts UK Direct Debit, card, Apple Pay and Google Pay, and the form builder lets the team design specific forms for each campaign.
- Data integrationWith the move to Salesforce, all the metadata and tags needed for tracking were carried across, so data flows smoothly between systems.
- CrowdfundingGLP and SmartRaise developed features together to improve the supporter journey. Crowdfunding now lets GLP run real-time campaigns with social proof directly on its WordPress site, with no third-party platform.
- Better supporter experienceWith GLP's design agency, Clear Honest Design, SmartRaise's embedded forms were built into supporter actions such as sharing to social media and signing petitions.
- Mailchimp integrationA new Mailchimp connection improved fundraising analytics, so GLP can track donations and segment its audience by donation history.
03The results
Working with SmartRaise has transformed what GLP's campaign team can do:
- Insightful dataThe team gets actionable insight from its fundraising and adjusts strategy using real-time data.
- Improved donor experienceFeedback from donors has been overwhelmingly positive, particularly about the new crowdfunding campaigns.
- Cost savingsThe "cover the fee" option invites donors to pay the processing fee, so more of every gift reaches GLP's causes.
- Increased donationsIn one trial of SmartRaise's nudge automations, GLP saw 8% more donors choose to increase their monthly contribution.
“The only system we've kept is SmartRaise, because we've found them such a joy to deal with.”
“Their customer service is sensational, which is why we always encourage people to consider using them.”
