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Sector leading digital transformation for 36 year old global charity, resulting in  immediate positive impact in 23 countries and the 180,000 people it serves.

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THE CLIENT

Wonderful met Ellel Ministries at a time of pivotal change. After 36 years of global impact they wanted to widen their reach, engage a younger audience, while providing an immersive spiritual journey that was accessible virtually and through their physical events. To create a powerful digital customer experience that helped them get the most from the ministry.

THE CHALLENGE

Although Ellel Ministries had established incredible global growth, their operations and systems had not kept pace, resulting in fragmented data sets, manual processes, printed spreadsheets and no clear picture between the various platforms and locations. With subscriptions, fundraising, product sales, bookings and courses all managed in this way the opportunity to improve efficiency and generate greater income was clear.

Along with the commercial opportunity was the opportunity to provide long term, well connected digital journeys. Despite the growing impact of the ministry, there was little connection between services and further engagement was not being nurtured into a journey that could be seen over time. Turning individual interactions, resources, training and events into a digital customer journey is a challenge that many organisations are facing to show long term value and engage loyal users.  

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Ellel Digital Ecosystem

"The opportunity was clear from the start, to not only transform the digital customer experience, but the entire Ellel operation through one easy to use system that answers this modern challenge."

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THE SOLUTION

DISCOVERY FIRST
We start every Wonderful project with an immersive workshop. In this case, we took to the road and spent three days at Ellel Grange in Lancashire, one of the organisation's UK retreats.

During our stay, we observed how the team operated and their processes. This level of research helped us understand the bottle necks, the manual tasks, the challenges and frustrations the team face each day.

Having established what it was like to run Ellel’s UK operation, it was time to talk to the other markets. We set up calls with stakeholders from Central, Eastern and Western, Europe, Asia, Australia and the Americas.

 

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DELIVERING LASTING AND MEANINGFUL OPERATIONAL CHANGE
From our conversations with Ellel’s markets, we reached a clear understanding of what the various operational teams needed. Our solutions would provide an easy-to-use central dashboard, allowing the various operations teams worldwide to:

  • Set up new events and courses in their region
  • Communicate seamlessly and consistently with delegates via email
  • View, filter and edit user details as necessary
  • Manage donations and subscriptions
  • Manage the online shop’s inventory and delivery 
  • Add new content (news and information)
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SIMPLIFYING THE CUSTOMER EXPERIENCE
Ellel’s old site was disjointed, confusing and overwhelming. It certainly did not represent Ellel’s calming and empowering culture. To fully understand the customer journey we had to strip back the noise to distinguish the core levels of navigation. Through extensive UX and UI mapping sessions, we defined the:

  • User’s persona
  • Navigation for an international audience
  • Ecommerce functionality
  • Bespoke CRM to capture the user’s data

"users can book courses, events, purchase products, make donations and enjoy personalised recommendations on courses and resources based on their historic data"

 

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Now our challenge was to develop a customer experience that was personal and informative, so we divided the customer experience into two core areas:

1. AN INTERNATIONAL WEBSITE ACCESSIBLE BY ALL USERS
The main interface would provide the generic information about Ellel Ministries by region, including:

  • Available courses 
  • Retreats
  • Free resources
  • Online shop
  • Donation functionality for one-off and regular giving
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2. PERSONAL PORTAL 'MY ELLEL'
When developing the customer’s digital experience, it was important to remember the users of the site are seeking a very spiritual and personal transformation, involving deep healing, restoration and freedom.

The solution was to create a customer portal, called ‘My Ellel’, where the user can book courses, events, purchase products, make donations and enjoy personalised recommendations on courses and resources based on their historic data.

The personal portal also provides a subscription to the ‘Journey of Freedom’, a course of daily readings split over 52 weeks. The programme can be paused at any time, and users can add personal notes and bookmarks for their favourite readings.

 

THE RESULT

COMPLEXITY MADE WONDERFULLY SIMPLE
This all-new immersive and personal customer experience appeals to users of all ages, giving them the opportunity to explore relevant guidance via a virtual platform and access to physical events easily.

For Ellel, the central CRM system allows the operations teams to personalise the content each user receives through a simple filtering criteria.  Through this digital transformation, the complexity of Ellel’s entire operation has certainly been removed and replaced with a Wonderfully simple solution that is already delivering impressive results.

The Stats

Here are the results of Ellel’s new website six months after their new site went live versus six months before Wonderful’s engagement.

  • Pageviews up from 212k to 432k
  • Bounce rate down from 88% to 42%
  • Time on site up from 1:31 to 2:01
  • Page per visit up from 1.3 to 3.4
  • Online donations up from 74 to 908
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