Alessio Tecleme

AI Message Assistant

Overview

Donors love adding a personal touch to their contributions - it helps them feel more connected to the cause they're supporting. On JustGiving, we've always made that possible by allowing donors to include a personal message with their donation.

Impact

72.1k donors have used the AI Message Assistant to improve their message to friends, family, and loved ones

8% reduction in checkout abandonment rate among donors who use the feature

Problem

Over time, we noticed a common challenge: many donors weren't sure what to write in their message. Staring at a blank text box didn't help. We experimented with different solutions, including pre-written messages donors could select from.

While somewhat effective, this approach had a major drawback - all the messages started to feel generic. Donors want to feel like they have a unique voice, but this solution didn't help them achieve that. We needed a better way to help donors express themselves when making a donation.

Opportunity

With the latest advancements in AI, we saw an opportunity to help donors write more meaningful messages when making a donation. For the first time, we could envision a highly personalized solution. But we also knew that LLMs can generate unpredictable results - often referred to as 'hallucinations' - some of which might put off donors.

How could we strike a balance between enhancing donor expression and minimizing the risks of AI-generated content?

Team

1x Product Designer

1x Engineers

1x Product Manager

1x Product Director

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This is a showcase of the project. If you're interested in the full case study, feel free to get in touch