NGO Website Redesign & Donation Flow

Challenge

The pandemic restructured the client’s fundraising — what had been a mix of in-person and online giving became almost entirely online. The website, which had been a secondary channel, was suddenly the primary revenue surface. It hadn’t been designed for that role.

The donation flow had a low completion rate, the information architecture made it hard for new donors to understand what their money supported, and the visual design hadn’t been refreshed in years.

Solution

Our UX team led with research: who was donating, what were they trying to learn before giving, and where in the flow were they dropping out. The redesign that came out of that research kept the visual language calm and neutral-toned, simplified the navigation down to the few decisions donors actually made, and reduced the donation flow to its essential steps.

We integrated a payment partner that offered the NGO secure, low-cost checkout — meaning more of each donation reached the programmes the donors cared about, rather than going to processing fees.

Outcome

Donation-flow conversion rose 27% in the months following launch. Average time-on-site grew 200% — a sign donors were actually engaging with programme content rather than bouncing. Overall donation volume rose materially over the following quarters. The client’s stronger digital footprint led to a partnership with a larger US-based NGO to extend the reach of their work.