A conservation NPO website built to convert visitors into supporters.
Friends of Table Mountain (FOTM) — Conservation non-profit, Cape Town
Service: Information architecture, UX/UI, web design
Date: June 2024
View: Friends of Table Mountain
The challenge
Conservation organisations rely on a clear donor journey to fund their work. The previous FOTM site had strong content but a fragmented architecture — visitors arrived, but few converted into members or donors.
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Our approach
Restructure the site around three audiences (potential members, existing members, potential donors). Surface the conservation work clearly. Make the donate path two clicks from anywhere.
FoTM Design Process
FoT M Website
Content audit, donor journey mapping, and a review of comparable conservation NPOs locally and internationally. Identified the key trust signals donors look for: governance, financials, project impact, and named programme leads.
Research & discovery
1
New information architecture. Rewritten content focused on impact rather than activity. Wix-built site with integrated donation flow, member sign-up, and project pages.
Design & implementation
3
Primary user: Cape Town resident with an emotional connection to Table Mountain, considering an annual membership or one-off donation.
User persona
2
​Ongoing project page updates and seasonal donor campaigns.
Iterate & launch
4
The outcome
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A clearer site that does the recruitment and donation work in the background, freeing the team to focus on the conservation work itself.