A new home for charities on GiveMatch

While GiveMatch had been expanding its fundraising products, charities lacked a unified, public-facing profile to showcase everything you could do with them on the platform. Without a central hub, donors had no consistent place to discover or support charities directly, and charities struggled to share a clear, recognisable presence. We also noticed charities didn't have the correct links to use across their socials, emails, and website. As they were using generic GiveMatch links along with lengthy explanations on how to donate to them.

The challenge was to design a single page that brought fundraising, direct donations and storytelling together, along with sharable links to bring users directly to them to donate or start a fundraiser.

We started by reviewing how charities were using their existing fundraiser pages and donation links, alongside direct feedback from active partners. It quickly became clear that the experience was fragmented and hard to share, with no central place for charities to point supporters to. From there, we identified key needs for both donors and charities:

• Donors needed simple, trustworthy donation flows and visibility of active campaigns
• Charities needed flexible tools to tell their story and show their impact
• Charities needed shareable URLs to let users view their fundraisers, donate, and start a fundraiser
• The experience needed to feel consistent and branded to build trust and familiarity

The proposed profile page would be modular and scalable, with these core elements:

• Visual identity: charity logo and banner to create instant recognition
• Primary actions: Donate directly to the charity and start a fundraiser
• Active fundraisers: live and past fundraisers displayed prominantly with clear calls to action
• Storytelling: an 'About us' section for mission statements and deeper context

We designed URLs to be clear and user-friendly:

• /charities/[name] — profile homepage
• /charities/[name]/donate — direct donation page
• /charities/[name]/fundraisers/create — prefilled community fundraiser creation

We focused on consistency and simplicity, so every profile looked trustworthy and worked well on mobile. Charities could create a complete presence just by uploading images and adding a few key details.

The profile pages launched alongside dashboard improvements that guided charities through setup with clear instructions. Charities were encouraged to link their new profile URLs in email signatures, social bios, and campaigns, driving supporter traffic to a central destination. Ongoing monitoring showed the pages integrated seamlessly with existing GiveMatch features and supported both passive and active giving strategies.