Metrics question
What are you going to do to Increase follow on donation among users?
- Meta
- Metrics
- Medium
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What this question tests
Tests metrics driven feature thinking for a donation platform: increasing repeat giving through a specific, well reasoned mechanism.
How to approach it
- Define follow on donation precisely: a user who donated once giving again, either to the same cause or a new one.
- Break the problem into a funnel: initial donation, post donation engagement, and the trigger that prompts a second gift.
- Hypothesize why follow on donation is low: lack of visible impact after the first gift, or no natural re engagement trigger.
- Propose interventions: impact updates showing what the first donation achieved, and a recurring or milestone based prompt for a second gift.
- Define success: percentage of one time donors converting to a second donation within a set window.
- Confirm with the interviewer whether the focus is the same cause or discovering new causes on the platform.
What a strong answer includes
- Diagnoses the likely cause first, donors not seeing what their first gift actually achieved, which weakens the emotional case for giving again.
- Proposes a concrete intervention, a personalized impact update sent after the first donation, timed to when impact becomes measurable.
- Suggests a low friction recurring donation option offered at the moment of peak emotional engagement, right after the first gift.
- Sets a measurable goal, for example a stated percentage lift in second donation conversion within 90 days of the first gift.
Common mistakes
- Jumping to generic reminder emails without addressing why donors are not emotionally motivated to give again.
- Ignoring the difference between prompting a recurring donation and prompting a one time second gift.
Likely follow-up questions
- How would you personalize impact updates without overwhelming donors with messages?
- What would you do differently for donors who gave to a time bound campaign versus an ongoing cause?
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Learn the skill behind it
Chapters of the AI PM course that teach what this question tests.
- Chapter 9: Prove it paid off: outcomes, economics, and pricing
- Chapter 2: Data fluency: SQL, logs, and reading the truth yourself
- Chapter 14: Get the job: the AI PM interview loop