Twitch Charity – First-Party Fundraising Tool

Timeframe: May 2021 – Launched April 2022
Role: Lead UI/UX Designer & Product Strategist
Team: Twitch Design, Engineering, and Product + PayPal Giving Fund

Overview

Charity fundraising has always been part of Twitch’s DNA. Since 2011, creators have raised over $285M for charities, yet the process was fragmented, opaque, and friction-heavy.
Our goal: build a trusted, seamless, and inspiring first-party tool that makes giving as easy as chatting without leaving the stream.

Streamer
Complex revenue-sharing models, tax implications, long payout timelines, and harassment risks during charity events.

Viewer
Navigate off-platform donation flows, disrupting engagement and trust.

Solution

Streamlined setup for creators
Kept viewers in-stream during giving moments
Ensured transparency & safety for all parties

 

Approach

🔘 Research ▶️ Design Sprint Facilitation ⤴️ Rapid Prototype 🔁 Test & Iteration

 

Key Features & Design Decisions

Twitch Charity is a mode that transforms the channel viewer experience into a dedicated fundraising platform, seamlessly integrating donation features to support charitable causes.

 

1. At-a-Glance Orientation

A verified Info Card near the donation button instantly introduces the charity, builds trust, and reduces harassment risk.

2. Dynamic Goal Display

Replaced the subscription leaderboard with a real-time charity goal tracker — shifting focus from competition to collective impact.

3. Streamlined Donation Flow

A fast, in-stream checkout keeps users connected to the content, with clear transparency for PayPal, Twitch, and charity details.

4. Recognition in Real Time

Instant confirmation, goal updates, and automated chat announcements ensure every donation is acknowledged even if the streamer can’t respond immediately.

 

Simplified Streamer Setup

 

Streamers Can:

1. Choosing a Cause

Intuitive filters and location-based search across 16,000+ vetted charities allow streamers to quickly find and support organizations they care about.

2. Set the Goal

An easy flow to set a fundraising target, focusing efforts and inspiring participation. Backend infrastructure allows for future goal recommendations based on community size.

3. Seamless Start

Final confirmation of all details before going live, ensuring confidence in setup. One click and the charity event is ready to stream.

4. Fundraisers & History

A clear view of past and ongoing fundraisers, complete with downloadable reports for performance tracking and campaign insights.

5. Closing the Loop: Celebrating Impact

A clear and satisfying flow for wrapping up a charity stream provides streamers with a summary of their achievements, including total donations and community participation, plus downloadable content to review and share their impact. By celebrating milestones and recognizing contributions, this final step reinforces a sense of accomplishment and encourages future fundraising efforts.

 

Scalable Goal System

Built the goal architecture to integrate with Twitch’s broader goal ecosystem (follower goals, subscription goals), ensuring consistency and future scalability.

 

Impact

✅ Adoption: 70% of streamers (vs. 25% target)

🎗️ Annual Donations: $11M+ raised in first year

✨ Charity Reach: 16,000+ charities supported

🎤 Recognition: Featured in TwitchCon 2023 keynote; covered by The Verge & TechCrunch

My key learnings

  • Speed over perfection: Early greybox wireframes allowed quick feedback and accelerated buy-in.

  • Cross-org collaboration: Frequent alignment with PayPal teams ensured global compliance while staying agile.

  • Stakeholder engagement: The design sprint created lasting alignment, reducing rework and fostering shared ownership.

 
 

Try it yourself

This project made its debut in May 2021, and we’re just getting started. With ongoing work on features like goals, recognition, and charity integrations, we’re building even more satisfying and rewarding feedback loops for streamers and their communities.

If feel-good moments are your thing, check out live charity streams.

Press & Coverage
TechCrunch | The Verge | Twitch Blog | TwitchCon Keynote

 

Thank you!

 

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