One checkout let donors support several causes at once

Users: donors on Ketto, a crowdfunding platform for healthcare causes. What I owned: the research, the requirement and the tracking dashboards for a multi-cause checkout, working with design and engineering.

Ketto is a crowdfunding platform focused on healthcare causes. My brief was to grow gross merchandise value.

Data suggested many donors were willing to give more but were not being prompted. The flow was one cause, one transaction. Donor feedback pointed to three gaps. They didn't see the range of causes, they didn't want to repeat checkout, and the urge to give faded quickly.

• Giving is emotional, and the gap between trigger and action decides the amount. Every extra step between "I want to help" and "done" costs money.

• Repeating a payment flow is a fixed cost donors pay per cause. Remove it and the marginal cause becomes cheap to add.

• Relevance matters. Suggestions have to match what a donor has cared about before, or they read as noise.

• A cart-style checkout for several causes, instead of separate follow-up asks after each donation. It followed a familiar commerce pattern.

• Prompts during the donation stayed non-intrusive. That traded some upsell reach for a lower risk of annoying donors mid-payment.

• A phased rollout with an A/B test, not a big-bang release.

• I ran donor surveys, behavioural analytics, and a review of how similar platforms handled multiple donations.

• With design, I worked on the prompts and the cart flow. With engineering, I scoped processing several donations in one secure transaction.

• Personalized cause suggestions were based on past activity and interests.

• I wrote the requirement. The first PRD was long, which later led me to switch to checklist PRDs.

• I set up dashboards for average donation size, causes per session and drop-off, and A/B tested before the full launch.

These figures come from my own write-up. They have no stated baseline or timeframe. The write-up uses both "GMV" and "revenue" for that amount. Sample size and the measurement window are not stated.

• An A/B test looked at how many causes were supported per session.

• Average donation size rose.

• Additional revenue was attributed to the feature.

• Personalized donation slabs. One-size preset amounts were replaced with persona-based suggestions. No baseline, period or test design is stated.

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• Optional tipping at checkout, with suggested and custom amounts. An opt-out was added after feedback. No revenue figure is published.

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• Measure repeat-donor rate and donor retention over the following months, to check the cart raised lifetime giving and didn't only pull donations forward.

• Test cause bundles curated by theme against purely personalized suggestions.