PROJECT SUMMARY
Fundraising on Instagram recently achieved product market fit, but we knew it had more potential. Creators want more engagement from their communities, and see the advantage of using fundraisers to create momentum.
The Big PICture
What we knew
Gen-pop had the least engagement with IG fundraisers, but saw supporting creators as their biggest reason for being on IG. If donating was a step too far, how might we allow users to show their support?
What I asked in research
How do people feel about the difference between supporting a fundraiser and donating to it? Do people want to highlight the creators name, nonprofit, or fundraiser name the most on their own profile? Do creators want to control this feature?
What we learned
For both creators and supporters alike, monetary goals were less important. Actually supporting a cause by making it physically part of your profile inherently met engagement goals and gave the community a sense of involvement in something bigger than just their own profile.
final thoughts
What I designed
The ability to add a creator's fundraiser to your own instagram bio, and the concept of a "supporter" for a fundraiser.
Outcome
353% increase in fundraiser views, only 35% from notifcations. +40K MAD (monthly active donors), 50% of our 2021 goal. +1.4K donations a day and 13% of all supporters are donors.
