Introducing Hope, your fundraisers' personalised coach
What is the fundraising coach?
Hope is an AI‑supported Fundraising Coach built into the JustGiving fundraiser dashboard. It helps fundraisers understand what to do next at key moments in their fundraising journey — especially immediately after creating a page — by providing clear, personalised guidance.
Rather than generic fundraising advice, Hope looks at the fundraiser’s situation and page context to recommend practical next steps that build confidence, momentum, and impact.
Who is the fundraising coach designed for?
The fundraising coach is designed for your fundraisers, particularly those who:
Feel unsure what to do after creating a page
Need early traction or first donations
Want simple, confidence‑building guidance rather than long lists of tips
It supports fundraisers throughout their lifecycle — from first share through to maintaining momentum as they approach their goal.
How does the fundraising coach help my charity?
The fundraising coach helps charities by:
Reducing drop‑off immediately after page creation
Encouraging earlier, higher‑quality fundraising activity (shares, messages, updates)
Supporting better page stories and supporter engagement
Delivering this support at scale, without adding admin or stewardship burden
It is designed to complement — not replace — your existing supporter journeys.
How does the fundraising coach work?
The fundraising coach uses a hybrid, responsible AI approach. Fundraisers answer a small number of simple questions about their goal, audience, and where they want help.
Once intent is clear, generative AI is used to personalise recommendations by combining the fundraiser’s answers with limited signals from their page (for example goal, progress, or event type).
AI is used only where it clearly adds value — not across the entire experience.
What kind of guidance does the fundraising coach give?
Guidance is practical, specific, and action‑oriented, such as:
Suggested personal share messages fundraisers can copy and adapt
Prompts to improve or personalise a page story
Ideas for supporter updates at key moments
Advice on who to ask first and how
The fundraising coach does not automatically post, message, or update pages. All actions remain under the fundraiser’s control.