JustGiving has launched an AI-enabled fundraising coach to help fundraisers to achieve their fundraising goals – a first for the UK market.

Called Hope, the new fundraising coach will provide bespoke guidance to users of the UK’s largest fundraising platform, advising them on how to increase awareness and support for their challenge throughout their fundraising journey.

Internal research from JustGiving shows that the period after creating a fundraising page can be quite daunting for fundraisers who have committed to raise money for a good cause but aren’t sure how to reach their target. However, JustGiving data shows that every share a fundraising page receives is worth £63 in donations on average, highlighting the benefits to fundraisers of proactively promoting their challenges.

Hope has been developed to address this by providing support to fundraisers through their whole fundraising journey, helping them to generate and sustain momentum to drive more engagement and donations.

The tool operates through a dashboard with an integrated chatbot and is designed to deliver a human-first experience. Responsible use of generative AI is built in at key points to engender trust and confidence in the coach, ensuring it adds genuine value for fundraisers without unnecessary automation.

Hope will do this through capabilities including recommendations of personalised outreach messages, tailored advice on how to increase the visibility of fundraising pages and how to optimise on-page content.

Fundraisers are first asked a short series of questions to help Hope understand what help they need and the potential donors they want to reach. Hope then uses this information to provide tailored advice – helping to coach the users through their fundraising journey.