“Why am I still trying to look for cash when I use my phone for everything else?” That simple yet profound question set the wheels in motion for Givelify, a platform that has transformed how we think about charitable giving.

From building trust in a digital space to leveraging emotional insights, Givelify has relied on customer research and testing to create a movement that connects donors to causes with ease and empathy.

On this week’s Insights Unlocked podcast, UserTesting’s Sean Treiser talks with Neeraj Ramesh, Executive Producer of Giving Experiences at Givelify, about the company’s journey and lessons learned along the way. 

Givelify is an online and mobile giving platform that has processed more than $5 billion in donations from more than 1.5 million people since 2014, giving to more than 70,000 charitable organizations, non-profits, and places of worship.

Whether you’re a UX leader, a nonprofit professional, or someone passionate about making a difference, there’s something in Givelify’s story for everyone.

From cash to compassion: Givelify’s origin story

Givelify was born out of a real-world inconvenience turned into an innovative solution. Founder Wale Mafolasire found himself at church, wanting to give but without cash. It was a defining moment that sparked the question: Why wasn’t there a mobile option for donations?

“As Wally said, ‘There’s a market for this,’ and he was right,” Neeraj recalls. “We started small, but the need was clear. People wanted a way to give that was as modern and seamless as their other financial transactions.”

Fast forward to today, Givelify has facilitated over $5 billion in donations to more than 70,000 organizations from more than 1.5 million donors. It’s a testament to how solving a single pain point can unlock massive potential.

“Within three months, we raised $100,000. It showed us the need for what we were building.”

Continuous learning along the customer journey 

Givelify’s commitment to listening to its users is central to its success. Partnering with UserTesting, the company gathers feedback at every stage of product development.

“We test a lot when it comes to how we make people feel with our products and solutions. All the way down to the colors that we use in the app, to the animations, the haptic feedback,” Neeraj said. “We just want to hear directly from our users, what they experience and what they feel, and some of the thoughts—the raw thoughts—and emotions that go through their mind. And hopefully at the end of it, where we're making them feel good so they keep coming back.”

For example, they’re regularly improving the onboarding process when a donor downloads the app and makes their first gift. “It boils down to making sure that we're building the right things the right way,” Neeraj said. 

He said for many users, particularly those aged 35 to 65, security is a top concern. Givelify tackled this head-on by emphasizing compliance and encryption while leveraging social proof. Features like verified profiles and testimonials add another layer of confidence.

“Building trust isn’t just about functionality—it’s about making users feel safe every step of the way.”

“When users open the app, the first thing they see is a message about data safety and privacy,” Neeraj explains. “We tested different ways to present this, and it made a huge difference in how people perceived the app.”

Givelify currently leads all giving apps on the App Store and the Google Play Store, with more than 104,000 verified reviews, with an average 4.9 out of 5-star rating.

Empathy at the core: driving innovation with user insights

“But I think more recently, what we really focused on, and where UserTesting has come into play a big role, is understanding some of those mental and emotional challenges that that people go through,” Neeraj said. 

When it comes to why customers choose a product or service, there are rational reasons to continue to use a particular solution, such as cost, convenience, reliability. “I think the more exciting but also the more challenging piece is how do you build that emotional loyalty where you really speak to the identity of someone,” says Neeraj where they use a brand or a product to express their identity.

“For us, that's almost a bigger focus for us these days since we want to make sure that all of the solutions that we put out are really resonating with who you are as a person. And also helping you reach that person that you aspire to be,” he said.

Creating emotional loyalty: the warm glow effect

What they’ve learned from their audience is that giving isn’t a transaction, it’s an emotional act, Neeraj said.

Givelify understands this and has designed its platform to resonate with the feelings of generosity and empathy. This includes the launch of its loyalty program, Champions of Good. This initiative, the first of its kind in the charitable giving sector, celebrates consistent giving. 

“We want to incentivize consistent giving, but not necessarily tied to a dollar amount,” said Neeraj. “Financial situations vary from person to person, so our focus is really on helping people feel good about their impact, even if it’s small and steady.”

“We focus on the emotional connection donors feel, not just the mechanics of the transaction.”

The program taps into the “warm glow” of giving, a psychological effect that reinforces positive feelings when people contribute to causes.

By recognizing and celebrating milestones in a donor’s journey, the program highlights the collective difference made by consistent gifts over time. In turn, it helps to break the “transactional” feel that often accompanies online donations.

The results from Givelify’s Champions of Good program speak volumes about its impact. Since its introduction, the initiative has driven a notable increase in donations, with overall giving rising by more than 10%. This achievement underscores the power of focusing on your customer’s experience.

At the heart of the program, according to Neeraj, is the idea that a small, consistent effort makes a significant difference. “It’s all about appreciating and celebrating the impact you’re making,” he said. “It’s about helping people feel good at the end of the day because giving is so much more than a transaction.”

Episode links: 

• Givelify – Givelify's website and mobile app
• Neeraj on LinkedIn
• Sean on LinkedIn
• Customer loyalty programs: An in-depth look at the benefits and strategies of customer loyalty initiatives.
• Customer retention strategies: Insights into effective methods for maintaining and enhancing customer relationships.
• Psychological triggers in UX design: Exploration of psychological principles that make user experiences more persuasive and engaging.
• Customer experience design: Comprehensive insights into designing customer experiences that foster loyalty and satisfaction.
• Customer-centric approach: Discussion on the importance of adopting a customer-centric mindset within organizations.
• User feedback for startups: A guide tailored for startups on effectively gathering and utilizing user feedback.
• Emotional and empathetic advertising: Analysis of how brands like Nike use emotion and empathy in their advertising strategies.