In this episode of Insights Unlocked,UserTesting’s Sean Treiser sits down with Neeraj Ramesh, Executive Producer of Giving Experiences at Givelify, a mobile and online platform for charitable donations that has empowered over 1.5 million people to give more than $5 billion to causes they care about. Neeraj shares the story of Givelify’s journey from a simple idea sparked in church to a powerful tool reshaping the future of giving.

Together, they explore the strategies and philosophies that make Givelify stand out, from leveraging user feedback to creating features that genuinely connect with the emotional and practical needs of donors. Neeraj discusses how Givelify listens to its users to develop features that foster trust and encourage consistent giving, all while balancing the needs of donors and charitable organizations.

Key Themes:

• The Birth of Givelify: Givelify’s origin story is rooted in a moment of missed opportunity and inspiration, sparking the idea of a platform that would make charitable giving easy and accessible for anyone with a mobile device.
• User-Centered Design and Trust: Givelify puts donor trust at the forefront, emphasizing data security, transparent processes, and visual cues like familiar faces to help donors feel safe and assured in their giving.
• Emotional Connection in UX: Givelify’s approach goes beyond technical ease; they aim to create an experience that captures the “warm glow” of giving, ensuring donors feel positive and connected with each gift.
• Innovation in loyalty programs: Neeraj introduces Champions of Good, the first loyalty program in the giving sector, which rewards donors for consistent giving. The feature encourages engagement based on frequency rather than amount, supporting people’s desire to give at their own pace.
• Iterative development with user feedback: Givelify uses insights from UserTesting to understand both new and familiar users, continuously refining features to serve donors better. Testing has revealed valuable insights, such as the potential pitfalls of certain features like “Giving Streaks,” which needed careful adjustment to avoid discouraging users.

Balancing stakeholder needs: Neeraj emphasizes the importance of prioritizing donors, even as Givelify works with a wide range of stakeholders, from religious organizations to nonprofits. Features are designed to empower donors while keeping the act of giving meaningful and fulfilling.