This article is part of the “Form of the Month” series, where we regularly describe a form that can inspire others. You are welcome to tell us about a form that you find inspiring – it can also be your own.
Amnesty International
Amnesty International is – as the name clearly indicates – an international organization that works for a more just world rooted in human rights.
As a human rights watchdog, Amnesty investigates and exposes human rights violations, and this places certain demands on its funding. As an independent body, Amnesty is very dependent on its regular supporters and members, who are an important part of its legitimacy.
Who better to inspire us with good membership forms?
Userfriendly – check!
Amnesty’s form is user-friendly throughout. There are clear labels inside the fields and with a mouse-over, so the new member is nicely guided through. There is also high colour contrast on fields and buttons, so they are easy to read for the visually impaired.
The capital letters can be a bit tricky – but they are an important part of Amnesty’s brand identity, so it’s acceptable. The number of fields also varies depending on whether you choose to pay with MobilePay or Betalingsservice. This is good for users and for conversion, as more fields often reduce the number of completed forms.
Many organizations offer different membership fees by age. At Ventilen it’s automatically calculated based on your age. Andelsgaarde uses another variant of the calculated variant. At Amnesty the member can choose the correct membership themselves and this also has it’s advantages.
The important thing is that the communication regarding the nature and price of the membership is clear. The text on Amnesty’s page also makes it clear – what do you get from a membership?
Completely in line with CPR
The last part of the form is a bit unusual. Here, the member is given the opportunity to enter their birthday and the last four digits of their CPR separately, with a nice mouse-over on this.
It states that by providing their CPR, the member receives a deduction for donations in addition to membership, and that all information is processed in accordance with applicable regulations.
This approach is double smart: First, you make an agreement with the member from the beginning that of course the person will also donate in addition to membership. Second, you achieve one hundred percent transparency in relation to the processing of CPR when you separate the date of birth and CPR. Because with only the date of birth – which does not have the same character as a full CPR – there are more options compared to if the CPR is provided in its entirety. So maybe your DPO will be happy if you suggest the same model?
