Overview
In December 2024, JustGiving became the first UK platform to launch crypto donations, expanding the feature to the US in March 2025. This was a major milestone for the company, giving people a new, tax-efficient way to support the causes they care about.
Impact
£30k
Monthly revenue
Average donation
£156
Annual revenue lift
£400k
My Role
I was the Product Designer, partnering with a Principal PM, Principal Engineer, two Senior Engineers, and the Product Director to bring the product to life.
the challenge
JustGiving had no way to capture donations from a rapidly growing, high-net-worth segment of crypto holders, leaving significant revenue on the table.
We also wanted to empower donors to make larger, more impactful gifts by providing a direct, tax-efficient donation path, removing the friction and financial penalty of liquidation.
opportunity
Typically, crypto assets need to be liquidated before they can be donated. That means converting them to fiat currency, paying taxes on the gains, and only then making the donation. This process isn't tax-efficient at all.
Donors want a way to give without losing a big chunk to taxes beforehand. Charities want that too because, on average, it means they can receive up to 20% more from each donation.
We saw a big opportunity to give donors a more tax-efficient way to give while also driving a major boost in JustGiving's revenue.
Interaction 01