Ethically increasing tip revenue
Having raised over £6bn for good causes around the world, JustGiving
is Europe’s biggest fundraising platform. In 2019, JustGiving replaced its 5% platform fee on donations with an optional tip model and saw an instant jump in revenue. However, the most effective designs weren’t transparent enough and left some donors feeling misled and leaving JustGiving’s reputation at risk.
Our goal was to continue increasing the tip ‘take rate’ but in a clearer and more transparent way to help rebuild trust and reduce churn.
Design lead in an agile, iterative checkout team
Advocated for and helped facilitate research which I used to bring the team together towards a shared vision
Implemented design-led approach and more sustainable revenue model
45.1% increase in donors awareness and willingness to tip
7.8% increase in overall checkout conversion
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