GoFundMe Pro • Giving Cart
E-commerce tool for charitable giving
Overview
An e-commerce giving experience that allows nonprofit supporters to contribute to multiple program areas in a single checkout.
My Role
Lead designer
UX researcher
Accessibility advocate
Design systems contributor
Impact
↑ 17% donors choose multiple gifts
2X donation value with multiple gifts
49% larger donations overall
$30M raised through Giving Cart campaigns
The Problem
Donors faced a frustrating limitation on our platform: they could only make one donation at a time. So if someone wanted to support multiple programs on a nonprofit campaign page, they had to go through checkout twice. And nonprofit admins weren't able to surface program designations on their campaign pages.
Hypothesis
By enabling donors to support multiple programs in a single seamless transaction with cart functionality, we can increase donation values, improve the donor experience, and help nonprofits better showcase their impact across multiple program areas.
Business Impact
Since the release, Giving Cart has had significant impact on nonprofit fundraising outcomes. On average, 17% of supporters choose to donate multiple gifts, with multi-gift donations being more than 2X the value of single donations. Overall, donations are up to 49% larger with Giving Cart, contributing to nearly $30M raised through campaigns with this functionality enabled.
+49%
Larger donations with Giving Cart
2X
Donation value w/ multiple gifts
$30M
Raised w/ Giving Cart campaigns
Press
Classy’s Newest Product Offerings Provide Nonprofits Smarter Ways to Fundraise
“When donors know they can make a difference in multiple ways, there is an opportunity for them to expand their contribution and help nonprofits raise more for their missions.” —Businesswire
Revolutionizing Fundraising: The Evolution from Gift Catalogs to Giving Carts
“Digital catalog donors, in particular, show a remarkable 166% higher retention rate compared to non catalog donors." –RDK Group
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This is a high level overview.
Read the full Giving Cart case study here.
Reach out to chat about impact-driven product design or pro-bono consulting work for nonprofits!