At JustGiving, we’re all about giving our fundraisers and charities the most effective instruments to boost cash on-line, whereas protecting issues easy and bringing that particular JustGiving magic.
Earlier this yr, we launched Story Enhancer – our new AI-powered software 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 additionally affords an ‘improve’ service. If a fundraiser chooses to boost their story, Story Enhancer rewrites it primarily based on how they’d prefer it to sound, with some additional goodies like improved formatting and construction thrown in too!
Our group of analysis & design specialists are right here to share how we approached the event of Story Enhancer and what we’ve realized alongside the way in which.
P.S. – when you haven’t tried Story Enhancer, click on right here to provide it a spin!
Begin with the issue
Earlier than contemplating a function, we advocate beginning with the issue we need to remedy.
Our analysis highlighted that fundraisers typically 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.
Extra contributors might embody…
- perceived time to create a narrative
- perceived high quality of written content material
- a have to ‘pre-plan’ a narrative
- a necessity to know what a “good story” appears to be like like.
Our knowledge has proven us fundraisers can increase 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 possibility inside peer-to peer fundraising to assist increase fundraiser confidence and efficiency by serving to folks inform their tales.
Take a accountable and intentional method
We love constructing beneficial experiences primarily based on these actual issues we uncover.
As we explored our customers’ wants and jobs-to-be-done, we thought of how synthetic intelligence may probably work finest for this downside. And on this course of, we drew out a key perception:
Fundraisers don’t need ‘AI options’. They merely need methods to boost extra money for the causes and charities they care about.
This meant that, if the answer concerned AI, we wanted to provide it the accountable and intentional method it deserves.
Carry out strategic buyer analysis
As we seemed extra into AI as an answer, we wanted to know how folks felt about it. So we requested clients to strive Story Enhancer, and noticed their interactions. Right here’s what we realized:
| Gen Z
displayed larger ranges of consolation with AI. |
Gen Z analysis participant:
“I don’t see why it’s significantly necessary [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 ‘be taught 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 instructed us we wanted to consider…
- Transparency. Fundraisers ought to be capable to select whether or not to work together with an AI function.
- Management. Fundraisers ought to keep in management, whereas having AI out there for help (versus doing it for them totally).
- Empowerment. Fundraisers ought to really feel empowered to inform the story they need to inform.
- Worth. It’s as much as our group to know potential considerations round AI and clarify its potential worth.
Take into account context and accessibility
We imagine 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 crucial perception on the inclusivity of our instruments. As a result of with regards to new applied sciences, completely different use circumstances of AI might require completely different issues.
For instance, supporting weak clients is an enormous a part of the work we do. In some use circumstances (like if somebody’s fundraising in reminiscence of a cherished one), using generative AI might really feel much less applicable.
We additionally noticed a possible heightened want for help throughout web page creation in contributors with dyslexia and nervousness diagnoses. This may be primarily based in a have to create a narrative that seems ‘official’ to others, to realize a better high quality of content material or considerations across the period of time it can take them.
This is the reason it was necessary for us to perceive the broader notion round AI, after which dwelling in to discover particular use circumstances via prototyping and iterating.
Relating to accessibility, AI has big potential to enhance clients’ lives. AI can be utilized to…
- Cut 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 manner that’s honest, inclusive and dependable. And since it’s altering so quick, we need to be certain that it’s secure for you and your supporters. Our Intelligence for Good imaginative and prescient helps information us on these rules. Click on right here to search 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 mentioned it helped them really feel extra assured launching their web page.
- 96% of Story Enhancer customers mentioned it gave them extra confidence when asking for donations.
“[Story Enhancer] gave me the chance to clarify who my dad was, what he stood for and the way tragic the story was…if we might help our chosen charity off the again of the tragedy, I will probably 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 be taught.
By working intently with our clients and in our ongoing analysis and A/B testing, we’ll proceed to find out how we will additional enhance the software to higher help your fundraisers in telling their story and attaining their objectives.
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 carry 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.
