At JustGiving, we’re all about giving our fundraisers and charities one of the best instruments to lift cash on-line, whereas retaining issues easy and bringing that particular JustGiving magic.
Earlier this yr, we launched Story Enhancer – our new AI-powered device fundraisers use to inform richer, extra compelling tales on their pages. Since launch, it’s already been used to enhance almost 5,000 fundraiser tales!
Story Enhancer is a writing assistant, designed to assist clients create higher tales. It may be used merely to detect the tone of your fundraising story (for instance, in case your story sounds informal or formal), but in addition gives an ‘improve’ service. If a fundraiser chooses to reinforce their story, Story Enhancer rewrites it primarily based on how they’d prefer it to sound, with some further goodies like improved formatting and construction thrown in too!
Our staff of analysis & design consultants are right here to share how we approached the event of Story Enhancer and what we’ve discovered alongside the best way.
P.S. – for those who haven’t tried Story Enhancer, click on right here to present it a spin!
Begin with the issue
Earlier than contemplating a function, we advocate beginning with the issue we need to clear up.
Our analysis highlighted that fundraisers usually aren’t assured placing themselves on the market and asking for donations. And this insecurity is commonly grounded in how distinctive and private they understand their fundraising story to be.
Further contributors might embrace…
- perceived time to create a narrative
- perceived high quality of written content material
- a have to ‘pre-plan’ a narrative
- a necessity to grasp what a “good story” appears like.
Our knowledge has proven us fundraisers can elevate as much as 65% extra in the event that they customise their story part. However 35% of individuals use the default story (the one pre-written for them once they create their web page).
It was clear there was a chance inside peer-to peer fundraising to assist enhance fundraiser confidence and efficiency by serving to folks inform their tales.
Take a accountable and intentional strategy
We love constructing worthwhile experiences primarily based on these actual issues we uncover.
As we explored our customers’ wants and jobs-to-be-done, we thought-about how synthetic intelligence may doubtlessly work finest for this drawback. And on this course of, we drew out a key perception:
Fundraisers don’t need ‘AI options’. They merely need methods to lift extra money for the causes and charities they care about.
This meant that, if the answer concerned AI, we wanted to present it the accountable and intentional strategy it deserves.
Carry out strategic buyer analysis
As we seemed extra into AI as an answer, we wanted to grasp how folks felt about it. So we requested clients to attempt Story Enhancer, and noticed their interactions. Right here’s what we discovered:
| Gen Z
displayed increased ranges of consolation with AI. |
Gen Z analysis participant:
“I don’t see why it’s notably vital [to be told that AI is being used]. It’s clear that the pc is writing it [content] in some way…it doesn’t have to throw it in my face that ‘that is AI’.” |
| Gen X
extra prone to need a sign AI was getting used. |
Gen X analysis participant:
“[Provide me with] a press release to learn earlier than I get to this [AI story support] bit…make me extra aware, give an choice to ‘study extra’.” |
| Millennials
combined sentiment, although open to potential advantages |
Millenial analysis participant:
“I did see a press release [about ‘OpenAI’], however I wouldn’t fear about it. What it comes all the way down to is that if it’s making it [online task] simpler, and it’s not intrusive.” |
Our buyer analysis informed us we wanted to consider…
- Transparency. Fundraisers ought to be capable of select whether or not to work together with an AI function.
- Management. Fundraisers ought to keep in management, whereas having AI accessible for assist (versus doing it for them completely).
- Empowerment. Fundraisers ought to really feel empowered to inform the story they need to inform.
- Worth. It’s as much as our staff to grasp potential issues round AI and clarify its potential worth.
Think about context and accessibility
We consider that by designing with accessibility in thoughts, we design higher for everyone.
We talked to a variety of individuals to make sure we’re getting a very powerful perception on the inclusivity of our instruments. As a result of relating to new applied sciences, totally different use instances of AI might require totally different issues.
For instance, supporting susceptible clients is an enormous a part of the work we do. In some use instances (like if somebody’s fundraising in reminiscence of a beloved one), using generative AI might really feel much less acceptable.
We additionally noticed a possible heightened want for assist throughout web page creation in members with dyslexia and anxiousness diagnoses. This may be primarily based in a have to create a narrative that seems ‘professional’ to others, to realize the next high quality of content material or issues across the period of time it should take them.
For this reason it was vital for us to perceive the broader notion round AI, after which dwelling in to discover particular use instances via prototyping and iterating.
In relation to accessibility, AI has big potential to enhance clients’ lives. AI can be utilized to…
- Scale back cognitive load
- Enhance effectivity
- Safeguard
- Auto-generate captions
- Convert speech to textual content
- Present formatting help
We’re dedicated to serving to charities and fundraisers benefit from the energy of AI on JustGiving in a approach that’s honest, inclusive and dependable. And since it’s altering so quick, we need to be sure that it’s protected for you and your supporters. Our Intelligence for Good imaginative and prescient helps information us on these ideas. Click on right here to seek out out extra.
Empowering difference-makers with AI
Since we launched Story Enhancer,
- 20% of fundraisers who create a web page use the assistance of Story Enhancer.
- 98% of Story Enhancer customers stated it helped them really feel extra assured launching their web page.
- 96% of Story Enhancer customers stated it gave them extra confidence when asking for donations.
“[Story Enhancer] gave me the chance to elucidate who my dad was, what he stood for and the way tragic the story was…if we can assist our chosen charity off the again of the tragedy, I shall be happy.”
JustGiving fundraiser
Steady enchancment
What does the way forward for Story Enhancer appear to be?
Specializing in our buyer and person outcomes, we base our hypotheses on our knowledge and analysis perception, to assist us measure and proceed to iterate and study.
By working intently with our clients and in our ongoing analysis and A/B testing, we’ll proceed to learn the way we are able to additional enhance the device to raised assist your fundraisers in telling their story and reaching their targets.
See Story Enhancer in motion
Story Enhancer helps fundraisers inform their finest tales and lift extra money for charity with the magic of AI.
Prepared for launch?
Marketing campaign Pages are one of the simplest ways to deliver all of your supporters collectively. Plus, your charity’s fundraisers get entry to Story Enhancer, live-streaming, health apps, and different instruments to share their fundraising journey and promote your trigger. Study extra.
