Revamping a nonprofit’s donation page

As a board member for LEAP (The Leadership & Education for Africa Project), a nonprofit supporting children in Liberia, I quickly noticed a pattern: donations were irregular, often coming in after events or from one-time donors.

This inconsistency made it difficult for the organization to plan ahead or expand its support programs.

Identifying key UX issues

When I reviewed the donation page, it became clear why we weren’t seeing consistent contributions. The user experience had several friction points:

  • A non-descriptive title that didn’t immediately connect with potential donors.

  • Lengthy, overwhelming text explaining LEAP's mission, making it hard for users to stay engaged.

  • A “donate” button hidden at the bottom of the page.

  • A donation form that required too much information upfront, likely leading to drop-offs.

LEAP donation page

UX and copywriting

CHALLENGE

Increase one-off and recurring donations for a Liberian nonprofit.

SOLUTION

A redesigned donation experience.

HOW I HELPED

  • Restructured architecture to give donation options more prominence

  • Reduced points of friction in donation process

  • More clearly articulated what donations support

Team: Leadership & Education for Africa Project (LEAP)

My role: simplifying the experience

I took ownership of the redesign, focusing on improving clarity and reducing friction for donors. Here’s what I did:

  • Created a more compelling headline, focused on a clear call to action

  • Reduced and simplified the mission text, ensuring the message was concise but impactful

  • Moved the donation button to a more prominent location on the page

  • Streamlined the donation form, allowing users to make contributions without filling out excessive information upfront

The results: a boost in donations and consistency

After the changes, we saw an increase in recurring donations and a smoother donor experience. Feedback from the board and donors indicated that the process felt simpler and more engaging.

You can take a look at the new and improved LEAP donations screens below… or you could live the experience by making a quick donation!

The outcome:

Increased donations

While the site changes can’t claim sole responsibility (I also conducted an email campaign to drive donations), donations following these edits increased exponentially.

Three fully funded initiatives

Thanks to our increased donations, LEAP was able to fund:

  • A new water well

  • A goat pen

  • Improvements to a community center