Yimby (standing for ‘Yes in my backyard’) was a sub-brand we created to launch crowdfunding as a consumer proposition and position it differently to the main JustGiving website. This enabled us to take bigger risks (with our content and positioning, not the user content) and not worry about tarnishing the parent brand. We were featured in TechCrunch and spoke to NESTA (who gave us a grant as part of their innovation in giving fund) about our progress in 2013.

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