DonateEquity

This project focused on understanding how nonprofits discover and adopt equity donation as a fundraising method. I worked as a UX Design student within a team, contributing to research, analysis, and insight development. Through research across industry sources, public discussions, and nonprofit interviews, I analyzed behaviors, perceptions, and barriers, and mapped the user journey from awareness to adoption. The findings showed that most nonprofits lack awareness of equity donation and view it as complex, risky, and time-consuming, which prevents adoption despite its potential value. Key insights revealed that understanding is limited, the process feels intimidating, and trust and simplicity are critical for adoption. Based on this, the project defined a clear direction focused on improving education, clarity, and trust to better support nonprofit engagement.