Competitor analysis and actionable insights
Benchmarked against three larger wheelchair charities on Google: which searches bring them visitors, how they ask for gifts, and what to do first.
Chair the LoveVolunteer · nonprofitDonor journey, email flows and Google Ad Grants for a wheelchair charity
I volunteer for Chair the Love, a US nonprofit that gives free wheelchairs to people in Central Florida and around the world.
- Role
- Volunteer
- Built in
- Givebutter, customized
- Scope
- Research, donor journey, email flows and Google Ad Grants
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01 · The starting point
A wheelchair charity that needed more people to find it, and an easier way to give
I compared it with larger wheelchair charities on Google, made giving simpler and built the donor emails.
02 · What I did
Four pieces of work, as a volunteer
Donor journey mapped, donation friction fixed
Four clicks to card details became one donate page on the charity’s own site, built in a customized Givebutter.
GivebutterComplete donor email flows
Welcome, first gift, monthly donor, and Giving Tuesday to year-end, all built in Givebutter.
GivebutterGoogle Ad Grants application supported
102 pages checked before applying.
Google Ad Grants03 · Donor emails
Four email flows, built in Givebutter
Each flow stops when it should, so nobody gets an appeal right after giving.
FLOW A
Welcome series
Starts when someone signs up on the site.
NowDay 3Day 7Day 14Day 30
Five emails. The series stops as soon as the person gives.
FLOW B
First gift
Starts with a first donation.
ReceiptTeam thank-youDay 2Day 14Day 30
A task for the team to thank the donor within 48 hours, then three emails. Stops if the donor starts giving monthly.
FLOW C
New monthly donor
Starts when a gift becomes monthly.
Day 0Day 30Day 90
Three emails. Givebutter already sends the payment and card-expiry emails.
FLOW D
Giving Tuesday to year-end
A campaign from mid-November to early January.
Mid-NovGiving Tuesday · 5Mid-Dec28–31 Dec · 4Early Jan
Twelve sends. Appeals go only to people who haven’t given to the campaign yet.
Every emailOne column, 600 pxAt most one buttonUnder 120 wordsReal delivery photos, with consent