Turning an abandoned website into a fundraising platform

The Federation's website had gone more than five years without a developer. It ran on a page builder that had itself been discontinued, carried unpatched security issues, and struggled badly on mobile.

Structurally, it had grown into a content archive: information everywhere, journeys nowhere. The donate page opened with a row of eight share buttons, and on a phone there were nineteen tappable controls between the top of the screen and the first sentence of copy. A visitor who arrived wanting to give was offered every way to pass the page along before they were offered a way to give. The site informed. It never asked.

The quieter challenge was organizational. Digital had not yet earned its place at the center of the fundraising strategy, so the site was maintained rather than invested in. The rebuild had to do two jobs at once: fix the experience, and make the case for what digital could become.