How did Ketto's average donation amount for education campaigns decline by 25% compared to the same period last year?

Introduction

Ketto's 25% decline in average donation amount for education campaigns compared to last year is a significant issue that requires thorough investigation. I'll approach this problem systematically, focusing on identifying potential root causes, validating hypotheses, and developing both short-term and long-term solutions.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonality at play. Has this decline been consistent throughout the year, or is it more pronounced during specific months?

Why it matters: Seasonal patterns could indicate external factors rather than internal issues. Expected answer: The decline has been relatively consistent. Impact on approach: If seasonal, we'd focus on year-over-year comparisons and external factors.

• Considering user segments, I'm wondering if this decline is uniform across all donor types. Have we seen any changes in the distribution of small vs. large donors?

Why it matters: Changes in donor composition could explain the average donation decrease. Expected answer: There's been a shift towards more small donors. Impact on approach: We'd investigate factors attracting smaller donors or deterring larger ones.

• Thinking about recent changes, have there been any significant updates to the campaign creation or donation process in the past year?

Why it matters: Product changes could directly impact user behavior and donation amounts. Expected answer: A new quick-donate feature was implemented six months ago. Impact on approach: We'd analyze the impact of this feature on donation behavior.

• Regarding measurement accuracy, has there been any change in how we calculate or track the average donation amount?

Why it matters: Ensures we're comparing apples to apples and not facing a data discrepancy. Expected answer: No changes in calculation methods. Impact on approach: If changed, we'd need to recalibrate our analysis based on the new methodology.