
The product team at JustGiving, has done a lot of work over the years to increase social sharing: we’ve added more social sharing functionality and made it easier to share.
In January this year, we decided to run our first test to see if we could increase post-donation sharing by appealing to different motivations. So we designed a simple A/B test on the copy to see if a different message would increase the proportion of people who shared news about their donation with their social network. Given the volume of donations we process, a small change could have a massive impact.