JustGiving has been a central player in online fundraising for over two decades. Known for its ease of use and wide reach, the platform has facilitated millions of individual fundraising campaigns for charities, personal causes, and nonprofit organizations across the globe. However, in recent years, the landscape of giving has evolved. The rise of new platforms, changing donor expectations, and the digital fluency of younger generations have all contributed to a growing need for transformation.
This shift is exactly what sparked the collaboration between JustGiving and GOOD, a creative agency with a reputation for delivering socially impactful campaigns. Their new partnership signals a turning point, one that embraces a bold visual and strategic transformation designed to resonate with younger, socially conscious, and digitally savvy audiences. At the heart of this change is a shared mission to reignite the power of grassroots fundraising and make it more appealing, relatable, and accessible to Gen Z and young millennials.
Understanding the Changing Expectations of Young Donors
The behavior and expectations of donors under 35 differ dramatically from previous generations. These donors grew up with smartphones, social media, and a sense of global connectedness. They are not only more engaged with social causes but also more discerning about how they support them. They are drawn to authenticity, transparency, and platforms that reflect their values and priorities.
For younger audiences, giving is not just a financial act. It is an extension of personal identity. They are more likely to contribute to campaigns that they feel emotionally connected to or that are endorsed by their peers. They are also more inclined to share campaigns they support with their networks, turning fundraising into a form of digital activism.
This demographic also demands more from digital platforms. Clunky interfaces, outdated visuals, and generic messaging turn them away quickly. Instead, they expect frictionless user experiences, mobile optimization, and storytelling that captures attention within seconds. JustGiving’s legacy platform, while functional, was not meeting these evolving expectations, which made the need for reinvention all the more urgent.
Why GOOD Was the Right Partner
GOOD was brought on board not just for a visual facelift but for a complete rethink of how JustGiving connects with a modern fundraising community. The agency specializes in aligning brands with cultural shifts and designing experiences that speak directly to the values and behaviors of contemporary audiences. For JustGiving, that meant creating a platform that doesn’t just serve a function but also inspires, motivates, and excites.
The collaboration began with in-depth audience research, looking at how younger people engage with fundraising, what types of campaigns catch their attention, and what makes them donate or start their initiatives. Through focus groups, data analysis, and trend forecasting, GOOD built a profile of the next-generation donor—driven by emotion, influenced by peers, and motivated by stories that feel urgent and real.
This research informed every aspect of the campaign, from the language used in calls-to-action to the visual elements that define the new brand identity. The rebrand had to do more than look different; it had to feel different, behave differently, and ultimately reintroduce JustGiving as a platform that understands the cultural moment.
From Transactional to Transformational
One of the major insights driving the rebrand was the need to shift fundraising from a transactional activity to a transformational experience. GOOD recognized that platforms that treat giving as a simple financial exchange often fail to create long-term engagement. The goal was to build a space where users feel emotionally invested, where fundraisers can tell their stories in compelling ways, and where donors can follow the impact of their contributions.
This thinking led to the development of new tools within the platform that prioritize storytelling and social connection. Fundraisers can now easily embed personal videos, upload images, and write narratives that reflect their personality and passion. These features are optimized for mobile sharing, ensuring that campaigns can spread quickly across social media channels where young users spend most of their time.
Another key part of this transformation was making the act of fundraising feel more like a creative project. GOOD’s design system includes customizable elements, templates, and media kits that allow users to put their spin on their campaigns. By giving users the tools to express themselves, JustGiving becomes not just a fundraising platform but a creative outlet.
A Visual Identity that Speaks to a Digital Generation
The visual rebrand is one of the most immediate and striking changes to JustGiving. GOOD introduced a new color palette that feels youthful and energetic without being overwhelming. The use of vibrant tones combined with clean design elements creates a balance between playfulness and trust. This was important in maintaining the credibility of the platform while making it more inviting to younger users.
Typography also played a central role in the visual transformation. The new fonts are modern, legible, and styled to evoke clarity and approachability. Alongside this, the user interface was completely redesigned to reduce clutter and emphasize key actions, such as starting a campaign or sharing it with friends. The result is a visual experience that feels intuitive and engaging, designed for people who are used to seamless navigation on apps and platforms.
Micro-interactions, subtle animations, and iconography all contribute to a sense of polish and attentiveness that appeals to digital natives. It’s a design that does not scream for attention but rather invites users to explore, create, and share at their own pace.
Crafting a Tone That Resonates
Just as important as how the platform looks is how it sounds. The tone of voice across the new JustGiving platform has been adjusted to better resonate with younger audiences. The traditional, somewhat formal language has been replaced with a tone that is more conversational, inspiring, and emotionally attuned.
GOOD crafted messages that speak directly to users’ aspirations. Instead of generic taglines, the platform now uses phrases like make your moment matter and turn your passion into action. These statements are not just catchy—they reflect the personal motivation behind why people choose to fundraise in the first place.
The language throughout the site is designed to reduce barriers and encourage action. Whether someone is starting a campaign for the first time or donating to a friend’s cause, the platform speaks in a way that feels like a helpful companion rather than a bureaucratic system. This subtle shift in language plays a significant role in building trust and emotional connection.
Elevating Community Through Design
At its core, fundraising is a communal act. It brings people together around shared goals and shared empathy. GOOD recognized this and made the community a central theme of the new JustGiving experience. The rebrand promotes visibility of local campaigns, highlights stories of impact, and encourages users to support each other in creative ways.
New features were added to enhance this sense of community. Users can now see trending campaigns, get inspired by featured fundraisers, and discover causes that align with their values. The platform’s layout encourages exploration and interaction, making it more than just a tool—it’s a space for inspiration and collective momentum.
There is also a greater emphasis on collaboration. Fundraising teams can now create joint campaigns more easily, allowing groups of friends, schools, or workplaces to rally together. These collaborative tools tap into the power of shared motivation and collective identity, which are key factors in driving participation among younger donors.
A New Chapter with Long-Term Vision
This rebrand marks the beginning of a new chapter for JustGiving, one that is defined not by nostalgia for past success but by a clear vision for the future. With GOOD as a creative partner, the platform has laid the groundwork for long-term cultural relevance. It is no longer just a place to raise money—it is a destination for expression, connection, and change-making.
By understanding the mindset of Gen Z and young millennials, and by translating that understanding into thoughtful design, messaging, and functionality, JustGiving has repositioned itself at the center of a modern giving culture. The early reactions suggest that this bold move is resonating.
The transformation of JustGiving is a case study in how legacy platforms can stay ahead by listening deeply, acting with empathy, and aligning with the values of the communities they serve. With this new foundation, JustGiving is ready to inspire the next wave of fundraisers and redefine what online giving can look like in the years to come.
Digging Deeper Into the Strategy Behind the Rebrand
When JustGiving decided to revamp its platform to appeal to younger audiences, the move wasn’t just about changing colors or redesigning a logo. It was a strategic overhaul rooted in a clear understanding of cultural shifts, user behavior, and digital experience design. The goal was to build a long-term framework that could adapt to the preferences of a fast-evolving generation of fundraisers.
GOOD approached this project not as a rebrand in the traditional sense, but as a cultural repositioning. Their team focused on embedding JustGiving into the everyday digital life of younger people. To do that, they started by mapping the values and behaviors of the Gen Z and millennial users that JustGiving hoped to reach.
This meant identifying not only what this audience likes aesthetically, but also what motivates them, what frustrates them, and what inspires them to take action. The result was a brand and platform transformation designed to feel familiar, empowering, and exciting.
Cultural Intelligence as a Foundation
A major differentiator in GOOD’s approach was the emphasis on cultural intelligence. This goes beyond demographics or surface-level insights. It involves understanding how younger users form opinions, build communities, and interact with social causes.
GOOD’s research showed that Gen Z is far more fluid in how they define activism. For many, fundraising is just one expression of their broader desire to have an impact. They blend humor with sincerity, and they often discover causes not through institutions but through creators and friends. They are not passive donors—they’re participants in a story.
This insight led to a core principle in the rebrand: fundraising campaigns had to feel personal, expressive, and rooted in community. The platform needed to become a canvas where users could show who they are, why they care, and how others can join in.
Designing for the Platforms People Use
Younger fundraisers don’t live inside fundraising platforms—they live on TikTok, Instagram, Snapchat, and Discord. So GOOD didn’t try to compete with those platforms. Instead, they designed JustGiving to be complementary, integrating the visual and functional language of those social environments.
That meant rethinking the entire user journey. Creating a campaign had to be as intuitive and fun as making a social post. Sharing needed to be instantaneous. Storytelling had to include more than just blocks of text. The new platform supports multimedia in a way that’s seamless, allowing users to embed videos, post updates like stories, and personalize visuals in a mobile-first format.
This integration also extended to analytics and sharing tools. Fundraisers can now track how their campaigns are being shared, which posts are performing best, and how to amplify their message across multiple platforms. These tools reflect how younger users expect to interact with technology—smart, responsive, and designed with creators in mind.
Visual Identity That Balances Play and Purpose
The visual refresh of JustGiving had to walk a fine line. It needed to feel fun, alive, and creative while still preserving a sense of purpose and trust. GOOD achieved this by developing a flexible identity system built around vibrant color gradients, bold typography, and an adaptive layout that works across devices.
The new color palette leans into bright but balanced tones—hues that evoke energy without overwhelming the content. This palette is strategically used to direct attention to key actions and guide users through the site in a fluid way.
Typography also plays a key role. The typefaces are modern, expressive, and legible. They help maintain clarity in communication while adding a sense of approachability. The design team paid close attention to spacing and hierarchy, ensuring that even mobile users can easily digest information and navigate through fundraising pages.
Icons, buttons, and navigation elements have been simplified and stylized to echo the design norms of apps this generation uses daily. The aesthetic is not trying to be trendy for the sake of being trendy—it’s trying to create a language that feels natural to users who expect clarity, polish, and personality in their digital tools.
Messaging That Speaks Their Language
The way a platform communicates is just as important as how it looks. GOOD redefined JustGiving’s tone of voice to better reflect the language and sensibilities of young fundraisers. The previous tone was clear and professional, but leaned too heavily into corporate or formal language. The new voice is empathetic, active, and encouraging.
Instead of long explanations or dry instructions, the new messaging gets straight to the point. It emphasizes action, purpose, and empowerment. Phrases like share your why and rally your crew are examples of how the platform now speaks in an informal yet motivating way. This not only makes it more relatable but also lowers the barrier to entry for people who might be fundraising for the first time.
GOOD also emphasized emotional resonance. The messaging taps into what people care about—not in a manipulative way, but by helping them articulate their passions and connect with like-minded supporters. It’s about showing users that their voices matter, and that every campaign, no matter how small, can create impact.
Reducing Friction, Increasing Expression
One of the biggest challenges in digital fundraising is that it often feels like work. Filling out forms, navigating settings, and managing updates can quickly sap energy and creativity. GOOD approached this problem with a clear goal: reduce friction wherever possible and give users tools that make campaign creation feel expressive and rewarding.
They simplified the onboarding process dramatically. Starting a fundraiser now requires fewer steps, and each step has been designed to guide users naturally without overwhelming them. Templates are available for those who want to launch quickly, while customization options are available for those who want to create something more unique.
Users can personalize backgrounds, add GIFs or filters, and use preset content packs that align with the cause they’re supporting. These design freedoms make the act of fundraising feel more like creating content for a social channel than filling out a form on a traditional site. And that’s exactly the point.
Empowering Users Through Storytelling
At the center of every great fundraising campaign is a story. GOOD placed storytelling at the heart of the platform’s redesign. Users are prompted to share not just what they’re fundraising for, but why. They’re encouraged to bring their stories to life using visuals, audio, and video—tools that are now built directly into the page creation process.
The interface gently nudges users toward emotional clarity. Questions like Who are you helping and What would success look like are designed to help people articulate their campaigns in a way that connects with donors.
On the donor side, these stories come alive in immersive layouts that prioritize emotion and clarity. Rather than scrolling through flat descriptions, donors experience the campaign as a journey—complete with updates, gratitude messages, and milestones that chart progress along the way.
Building for Shareability and Virality
One of the key factors in younger fundraising success is virality. GOOD designed the platform to maximize this potential. Every campaign is designed to look good when shared—whether in a tweet, a story, or a group chat.
Thumbnail images, headlines, and descriptions are optimized for visual appeal on social media. Fundraisers can access media kits with graphics and language tailored for different platforms, helping them promote their campaign without having to be a designer or marketer.
Integrated sharing options allow users to post directly to social platforms or send personalized invites. The emphasis is on making it as easy as possible for fundraisers to grow their networks, and for supporters to become secondary amplifiers of the campaign message.
Measurable Impact From a Modernized Experience
The initial data from the relaunch is encouraging. Fundraisers are staying on the platform longer, exploring more pages, and sharing their campaigns more frequently than before. The average number of shares per campaign has increased, and there has been a noticeable spike in younger user signups.
More importantly, users are reporting higher levels of satisfaction. They feel more connected to their campaigns and more motivated to reach their fundraising goals. The platform feels like a tool made for them, not adapted to them.
This measurable improvement validates the strategy that GOOD employed: build a product that reflects the way younger people live, communicate, and engage with causes. When fundraising becomes intuitive, creative, and emotionally rewarding, users come back—not just to give, but to lead campaigns of their own.
A Platform Poised for the Future
The partnership between JustGiving and GOOD is not just a one-time refresh. It’s the start of a new direction for online giving. The platform now has the tools, tone, and visual power to engage the next generation of fundraisers. But more than that, it has a renewed sense of purpose.
The success of this rebrand isn’t measured in clicks or colors. It’s measured in the number of people who feel empowered to make a difference. GOOD has helped JustGiving reposition itself not only as a fundraising tool but as a space for self-expression, community building, and cultural impact.
As fundraising continues to evolve, this transformation ensures that JustGiving is not playing catch-up—it’s setting the pace.
Building Tools That Empower Everyday Changemakers
The rebranding of JustGiving wasn’t just cosmetic—it reimagined the platform as a toolkit for changemakers. For Gen Z and younger millennials, social impact is not a one-off effort but an ongoing practice woven into their identities. These users don’t see themselves merely as donors or volunteers; they see themselves as advocates, influencers, and digital activists. GOOD’s challenge was to translate that mindset into real, usable features.
To do this, the platform had to expand its role. Rather than simply hosting fundraising pages, it needed to function as a creative space where individuals could build momentum, inspire others, and track progress. This required a layered approach to user tools—some simple, some advanced, but all rooted in the idea of personal expression and digital fluency.
Campaign creation was restructured with storytelling and community-building at its core. No longer a dry process of form-filling, it now unfolds like building a social post or editing a content page. The platform actively supports users in shaping their narrative and sharing their message with impact.
Letting Fundraisers Own Their Narratives
One of the standout shifts in the updated JustGiving platform is its commitment to putting control back into the hands of the fundraiser. GOOD recognized that the people who create these campaigns are often deeply invested, emotionally and personally, in the causes they support. These aren't impersonal donation pages—they're lived experiences, shaped by urgency, passion, and personal stakes.
To honor that, the new campaign builder is centered around narrative structure. From headline to final call-to-action, users are given the guidance to frame their fundraising effort compellingly without losing their authenticity. Instead of rigid templates, they’re offered content prompts and flexible layouts that help them tell their story, their way.
Users can highlight personal journeys, spotlight beneficiaries, and explain how each donation contributes to a real outcome. This empowers fundraisers to move beyond simply asking for money. They are now telling stories, connecting emotionally with their audience, and cultivating a sense of shared purpose with every visitor to their page.
Strengthening the Bridge Between Offline and Online
Although Gen Z and millennials live much of their lives online, the causes they care about are often rooted in their offline experiences. Whether it's organizing a local charity run, responding to a community emergency, or supporting a friend in crisis, these users often begin with a real-world issue that they want to amplify digitally.
GOOD ensured that the new JustGiving platform seamlessly supports that transition. Tools for managing events, syncing with fitness trackers, and posting live updates allow users to bring their offline activism into the digital spotlight. A person running a marathon for cancer research can now connect their Strava data directly to their campaign page, letting donors track their journey in real-time.
QR codes and social widgets allow users to promote their campaign physically, with posters or merchandise that link directly to the online fundraising page. This blended experience is essential in turning real-life actions into shareable digital moments, which in turn can extend reach and attract more supporters.
Collaboration Becomes Central to Campaigns
In the past, online fundraising was typically an individual pursuit. A single person set up a page, shared it, and hoped others would donate. But GOOD recognized that Gen Z and millennials tend to operate as digital collectives. They are used to collaborating—whether in group chats, creative projects, or online challenges. Fundraising needed to reflect that cultural norm.
The new JustGiving platform now allows group campaigns to function as collaborative hubs. Friends, classmates, coworkers, and communities can now fundraise together, managing shared content, progress goals, and messaging from one central dashboard. This feature opens up more complex, interactive campaigns, such as school-wide fundraisers, neighborhood relief efforts, or nationwide challenge events.
Participants can each have their sub-page connected to the main campaign, complete with individual goals and custom content. This layered architecture allows personal expression within a collective goal, reinforcing the communal energy that drives so much of modern fundraising.
Celebrating Success in Real Time
In the world of digital interaction, instant feedback is a key motivator. GOOD and JustGiving applied this understanding to fundraising by designing tools that celebrate campaign milestones in real-time. When a donor gives, their name appears instantly on the campaign page. When a fundraising target is hit, celebratory animations acknowledge the win.
These features do more than just gamify the experience—they create a sense of momentum and social validation. When users see others donating or engaging, they’re more likely to join in. When fundraisers are publicly acknowledged for their progress, they’re more motivated to continue sharing and promoting their campaign.
Each milestone becomes a moment to re-engage with an audience. A halfway goal hit becomes an opportunity to post an update. A final target reached turns into a reason to thank supporters and share impact stories. These dynamics transform the entire fundraising experience from static to dynamic, rewarding both fundraisers and donors throughout the journey.
Designing for Mobile-First Fundraising
Today’s fundraisers often launch and manage their entire campaigns from mobile devices. Whether they're documenting a beach clean-up on their phone or uploading a video message from their bedroom, the phone is the central tool for campaign creation and promotion.
Understanding this, GOOD rebuilt JustGiving’s user experience from a mobile-first perspective. The campaign builder is fully responsive, enabling users to create, edit, and manage campaigns directly from their smartphones. Uploading images, embedding video, posting updates, and checking stats are all now intuitive mobile actions.
Moreover, every visual element was refined to work beautifully on small screens. Fonts are legible, buttons are accessible, and forms are touch-optimized. With increasing numbers of users launching campaigns via social apps and messaging platforms, this focus on mobile design was critical to increasing ease of use and overall engagement.
Nurturing Long-Term Relationships With Supporters
Fundraising success isn’t just about the initial donation. It’s about building long-term trust and relationships between fundraisers and their audiences. With this in mind, GOOD helped shape features that turn one-time interactions into ongoing engagement.
Campaign pages now support updates in the form of posts, similar to blog entries or social feeds. Fundraisers can share progress, respond to supporters, and post thank-you messages over time. These updates keep donors informed and emotionally connected, turning a single act of generosity into an ongoing story.
There’s also a new layer of supporter interaction. Donors can leave messages, share encouragement, and react to updates, creating a sense of dialogue. This relationship-building feature is especially important for younger users, who value transparency and personal connection in the causes they support.
Tracking and Transparency Made Easy
Another crucial aspect of the redesign is a focus on trust and transparency. Users want to know where their money is going, how it's being used, and what impact it's having. GOOD recognized this demand and worked with JustGiving to introduce better tracking features for both fundraisers and donors.
Each campaign now includes built-in goal meters, impact summaries, and reporting options. For example, if someone raises funds for a medical procedure, the page can display how much of the goal has been used for hospital bills, medications, or support services.
For nonprofit organizations and formal charities, these tools go even deeper. Campaign owners can publish periodic breakdowns of fund allocation and provide links to third-party reports or verification. These features are not just about compliance—they build confidence and deepen commitment among donors who want to see tangible outcomes.
Bringing the Platform to Life With Real Stories
GOOD made a deliberate decision to weave real campaign stories throughout the new JustGiving experience. Instead of relying on generic promotional content, the platform now showcases diverse fundraisers from different backgrounds, causes, and communities.
These featured stories serve multiple purposes. They inspire new users unsure of how to start. They demonstrate what’s possible with creativity and effort. And they reflect the diversity of the people using the platform—not just in age and background, but in motivation, tone, and fundraising style.
Storytelling also continues on social media, where JustGiving has embraced a content strategy that mirrors the authenticity-first mindset of younger audiences. UGC-style videos, informal fundraiser takeovers, and short-form storytelling all contribute to an evolving content ecosystem that feels alive, local, and participatory.
The Ecosystem Around the Rebrand
While GOOD focused on brand identity and platform experience, the rebrand also kicked off internal changes at JustGiving. Customer service teams received updated training to better support new users. Partnerships with social media influencers and cause-based communities expanded reach. A renewed emphasis was placed on support materials, tutorials, and live workshops to make sure fundraisers feel equipped from day one.
This holistic approach reflects the understanding that a digital rebrand doesn’t succeed in isolation. It must be accompanied by a shift in operations, culture, and outreach. Every element—visual, verbal, technical, and human—must work together to deliver on the brand’s new promise.
As more Gen Z users come of age and look for ways to make a difference, this integrated ecosystem positions JustGiving as a natural, intuitive space to begin that journey.
What the Numbers Are Starting to Show
Since the launch of the rebrand, early indicators suggest strong alignment with the intended audience. A rise in new user registrations, higher average shares per campaign, and improved mobile engagement metrics all suggest that the redesign is doing its job.
But even beyond metrics, the tone of user feedback has shifted. Fundraisers describe the platform as more inspiring, easier to use, and better suited to how they think and create. GOOD’s approach, grounded in cultural insight and creative precision, has transformed JustGiving from a static tool into an emotional, social, and interactive experience.
As the platform continues to evolve with new features and integrations, this foundation will support continued innovation and user growth.
Future-Proofing Fundraising for a New Generation
The reimagining of JustGiving with GOOD's help wasn’t just about current trends. It was about designing a fundraising platform that could evolve with the changing behaviors of digital-native users. As Gen Z matures and Gen Alpha starts to engage with causes, digital experiences will need to be more flexible, responsive, and participatory than ever before.
GOOD approached the redesign with this forward-thinking mindset. They didn’t just design for today—they built with the assumption that cultural and technological shifts will continue to accelerate. This meant creating a brand and a platform architecture that could scale in multiple directions: visually, functionally, and emotionally.
To future-proof a platform in the nonprofit space, the focus had to be on adaptability. Whether it's incorporating emerging media formats, integrating with future social platforms, or supporting evolving definitions of activism, JustGiving is now better positioned to respond, not just react.
Modular Design That Can Grow and Shift
One of the most significant structural upgrades that came with the rebrand was the introduction of a modular design system. Rather than locking the interface into static layouts or inflexible page templates, GOOD and JustGiving developed a series of interchangeable modules that can be combined and rearranged.
These include components like video embeds, live progress meters, supporter shout-outs, cause-specific banners, and social share packs. Fundraisers can mix and match these modules depending on their campaign needs and their audience preferences.
This modularity allows the platform to continuously evolve. As new use cases emerge or as creative trends shift, new modules can be added without disrupting the system. It also means fundraisers have more control over their pages, crafting unique experiences without requiring advanced design skills.
Keeping Fundraising Personal in a Scalable Way
One risk with scaling any platform is the loss of human connection. GOOD and JustGiving prioritized keeping the platform personal even as it supports thousands of simultaneous campaigns. Every piece of design and messaging was filtered through the question: Does this still feel human?
Automated tools were developed with this principle in mind. For instance, fundraisers receive smart suggestions for thank-you messages based on donor behavior. Supporters can be acknowledged in meaningful ways with minimal manual input, ensuring that even large campaigns retain a sense of intimacy.
Another example is personalized journey tracking. As a donor, you might return to a page you supported weeks earlier and see updates tailored to your past interactions. This contextual design makes repeat engagement feel natural and appreciated, not generic.
Integrating With the Broader Digital Ecosystem
No digital tool exists in a vacuum, and GOOD understood that younger users expect seamless integration between the platforms they already use. The new JustGiving experience doesn’t try to replace Instagram, WhatsApp, or TikTok. Instead, it complements them.
The integration strategy is comprehensive. Campaign pages include easy-share tools optimized for different platforms, and the system generates previews that look polished and personalized when pasted into social feeds. Custom templates for story formats and reels allow fundraisers to promote their work in visually compelling ways across channels.
The backend also syncs with third-party tools for managing email updates, donor lists, and event RSVPs. This approach positions JustGiving not only as a standalone platform but as a central hub in a wider ecosystem of digital communication and community-building.
Education and Support Built Into the Experience
While digital-native users are generally tech-savvy, fundraising is still a skill. Not everyone knows how to frame a compelling pitch, manage donors, or leverage social proof effectively. To bridge this gap, GOOD helped JustGiving embed micro-education throughout the platform.
Rather than pushing users to long help docs or external tutorials, the platform now includes embedded tips, hover-based prompts, and inline coaching. These appear at the moments users need them most—while writing a headline, setting a goal, or planning their launch strategy.
This embedded support system not only improves campaign quality but also reduces abandonment. Fundraisers feel more confident and informed, even if it’s their first time using the platform. It also encourages experimentation, with users more willing to explore creative options when they feel guided rather than left to figure it out alone.
Diversity and Representation as Core Design Values
From the outset, GOOD and JustGiving committed to a design and communication strategy that reflected the diversity of the modern world. Representation wasn’t treated as a checkbox—it was integrated into every layer of the redesign, from the people featured on the homepage to the tone of the written content.
This emphasis on inclusivity is especially important when targeting Gen Z, a generation that expects authenticity, respect, and cultural awareness in the platforms they support. Visuals include people from different racial, gender, and ability backgrounds. Campaign examples showcase a range of causes and voices, from urban activists to rural community organizers.
Language, too, was refined to be non-assumptive and welcoming. GOOD helped ensure that the voice of the brand would resonate not with a specific demographic but with a mindset: open, socially engaged, and creative. This universality increases accessibility and encourages users from all backgrounds to see the platform as their own.
Accessibility as a Design Standard
Digital inclusion is not optional in the modern era. As part of the redesign, JustGiving committed to exceeding baseline accessibility standards, ensuring that users with varying needs can navigate, create, and support campaigns with ease.
GOOD worked to ensure screen reader compatibility, keyboard navigation, and contrast standards throughout the platform. Animations and visual effects are designed with motion sensitivity in mind, and users can toggle accessibility modes depending on their needs.
Moreover, the campaign creation process was built to support users with cognitive and visual impairments. Clear instructions, intuitive layouts, and redundant cues (color plus icon plus label) help remove friction and confusion from the experience.
This emphasis on accessibility is not only ethical—it’s smart design. It broadens the potential user base and reinforces the platform’s commitment to being a tool for everyone.
Data-Informed Iteration for Continuous Improvement
The relaunch wasn’t a finish line; it was a starting point. GOOD and JustGiving built the platform with analytics baked into the core. Every interaction helps inform future iterations. By tracking user behavior with consent, the team is learning which features are most engaging, where users struggle, and how different demographics interact with campaigns.
This data isn’t used to drive ads or extract attention—it’s used to improve the platform. For example, if many users drop off before publishing their campaign, the system flags that step for redesign or additional support. If a specific module drives more engagement, it’s made more prominent in templates.
The platform becomes smarter over time, not just in what it offers, but in how it offers it. This feedback loop ensures that JustGiving remains responsive to its audience as needs shift and expectations evolve.
Connecting Fundraising to Broader Movements
Beyond individual campaigns, GOOD helped JustGiving reimagine how users could align their efforts with larger movements. A new feature allows users to tag their campaigns with broader cause categories or trending initiatives. This enables visibility within collective momentum, such as global climate campaigns, healthcare advocacy, or disaster relief.
For younger users, being part of a wider community is often as important as their impact. These collective alignments create a sense of shared identity and amplify campaigns through cause-based hubs and social features.
This also helps donors discover new fundraisers tied to topics they care about. Instead of browsing by region or organization, they can explore by themes and values. The platform thus becomes not only a tool for fundraising but a discovery engine for activism.
Organizational Tools for Schools, Teams, and Nonprofits
While individual fundraisers are the heart of JustGiving, GOOD was also designed with institutions in mind. Schools, companies, nonprofits, and teams often coordinate collective efforts and need more structured tools to do so.
The platform now includes features like team leaderboards, donor rollups, branded landing pages, and bulk messaging. Organizers can manage multiple campaigns from a central dashboard, customize communication, and generate reports for stakeholders.
These features enable larger campaigns—like university fundraisers or company-wide charity drives—to operate at scale without losing the intimacy and visual appeal of individual efforts. GOOD ensured that these organizational tools retained the same mobile-first, user-friendly feel that defines the rest of the experience.
Leading With Values, Not Just Features
The strongest digital brands of the future won’t succeed because of their features alone. They’ll succeed because they embody values that resonate with their users. GOOD helped JustGiving articulate and embed those values in every part of the platform.
Empowerment, transparency, creativity, and community are not abstract ideals—they’re the basis of every UX decision, every visual treatment, and every sentence of copy. As a result, fundraisers and donors alike don’t just use the platform; they feel aligned with it.
This alignment builds loyalty. It builds trust. And it builds a brand that can weather shifts in media, technology, and culture. The rebrand is about much more than aesthetics—it’s about leading with purpose in a digital age.
A Case Study in What Purpose-Led Design Can Achieve
The transformation of JustGiving is now seen as a benchmark in nonprofit and social impact branding. It shows what’s possible when a platform commits not just to serving users, but to empowering them.
GOOD’s role in this journey demonstrates the power of combining design excellence with cultural fluency. The result is a product that feels alive, authentic, and ready for what comes next.
As digital activism continues to grow and new generations step forward to lead, platforms like JustGiving—rebuilt with intention—will be the ones that help them turn passion into progress.
Final Thoughts:
The collaboration between JustGiving and GOOD marks a pivotal moment in the evolution of digital fundraising. At its heart, this rebrand is more than a visual overhaul—it is a complete realignment of purpose, audience, and experience. It acknowledges that a new generation of fundraisers doesn’t just want to give; they want to participate, create, and connect.
GOOD’s work demonstrates what happens when a brand listens deeply to cultural shifts and translates those insights into meaningful, usable design. Every feature, visual element, and content strategy in the new JustGiving platform was crafted not only for function but for emotional resonance. The result is a platform that doesn't just accommodate digital natives—it champions them.
By focusing on narrative tools, mobile-first experiences, modular design, and inclusive storytelling, JustGiving has positioned itself as a leader for the future of giving. Whether someone is running a solo challenge or rallying a community around a cause, they now have the tools and support to do so with confidence, creativity, and impact.
This rebrand serves as a blueprint for how purpose-driven organizations can evolve without losing their core identity. It shows how bold design, clear strategy, and deep empathy for users can reinvigorate even the most established platforms.
As digital culture continues to shape how we engage with the world, JustGiving stands ready—not just to keep up, but to lead.