A monthly gift, set once, instead of a new payment each time

Users: donors on Ketto. What I owned: I led the mobile app launch from 0 to 1, and wrote the recurring donations requirement as a checklist PRD. Together, the app and recurring donations launches drove 37% GMV growth.

Ketto is an Indian crowdfunding platform founded in 2012 by Varun Sheth, Zaheer Adenwala and Kunal Kapoor.

In May 2025 it reported its contributor and fundraiser totals. I am not claiming that as a result of this project. It is the company's scale.

I owned growth, monetization and engagement across core transaction flows.

Most giving was one-off and triggered by a single campaign. Revenue depended on bringing donors back each time.

• A donor who chooses a monthly amount once gives without a new trigger each month. Recurring giving turns a one-off moment into a relationship.

• In a May 2025 interview, Ketto's CEO described donors who open the app and give a small amount every day. The interview is about the company, not this project.

• Recurring donations. I wrote a checklist PRD instead of a long document. The designer came up with a new UI flow, and an engineer found a payment-gateway integration that "saved us weeks of work".

• The live app offers one-time or monthly donations with Ketto Social Impact Plan.

• Whether that plan is the recurring-donation work I led is not confirmed.

• A mobile app from zero to one, owning the experience and donation mechanics.

• A growth experimentation pod. Rapid A/B tests across landing pages, donation flows and checkout.

The live app offers a monthly gift next to a one-time donation. A launch date, subscriber count and retention figure are not in the write-up.

• The write-up discusses donor retention. No baseline, period, or split between the app and recurring donations is stated.

• Report recurring-donor retention over the following months alongside gross merchandise value.