Case Study: JustGiving achieves millions in extra donations with Optimizely

How JustGiving is Raising Millions More Online with Simple Experiments

JustGiving, a global online social fundraising platform used by 22 million donors to support over 13,000 charities, wanted to increase post-donation social sharing because even small uplifts could drive significant additional donations. The challenge was to identify what message would most motivate donors to share and how to make sharing easier and more visible—particularly on mobile, where they saw rising traffic.

They ran simple A/B tests on five different share messages and found “Help your friend raise even more money by sharing their page...” increased shares by 28%. A follow-up test removed unused networks and enlarged the share buttons, producing rapid, statistically significant wins. The changes led to almost £1M (≈$1.5M) more raised in the test period, tripled donation volume/value versus the prior year period, delivered 386% mobile growth, and are projected to generate about £3M (≈$4.5M) more for charities over a year.

JustGiving