Persona 01
The donor.
Arrives emotionally engaged, often through a campaign page. Needs to see individual impact before committing, and a direct path to give from wherever they land.
returning
Impact-driven
Direct give
Mercy For Animals
Our redesign of the donor journey lifted Mercy For Animals' donations 32%, then unified six regional sites into one platform, migrating 326 pages with search equity intact.
Nonprofit
·
Enterprise
·
Global website redesign
At a glance
Four phases. Six markets. One system.
Q2 2024
Q3 2024
Q4 2024
Q1 2025
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team
4-person
Researcher, 2 designers, Wordpress developer
research
4 audiences
Interviews, journey analysis, workshops
output
1 design system
Atomic, modular component library
footprint
6 markets
US, Latam, Brazil, India, Malaysia
The Client
One of the world's largest farmed animal protection organizations.
NONPROFIT · WEBSITE REDESIGN
Mercy For Animals works to end industrial animal agriculture through investigation, corporate advocacy, policy change, and grassroots organizing. Founded in 1999, it operates across the United States, Latin America, Brazil, India, and Malaysia, and is executing a ten-year strategy to build a just and sustainable food system.
Its website is not a brochure. It is the front door for donors, the hub for dozens of simultaneous campaigns, and the conversion point for supporters across regions and languages. As MFA scaled internationally, that front door had fragmented into six independent sites that no longer told one story.
1999
Founded in Los Angeles, CA
6 Markets
Multilingual and international
500+
Corporate policies influenced
The Challenge
Deeply engaged supporters were losing the thread at the moment They decided to Act.
A globally recognized mission was running on six disconnected sites, and donation intent was leaking at the highest-value point in the journey.
Problem 01
Guesswork-driven decisions.
MFA had no research-backed picture of donor behavior. The team could see that engaged users were not converting, but not why. Product and messaging decisions ran on assumption rather than evidence.
Problem 02
A fragmented global presence.
Six independent regional websites each carried their own UX patterns, narrative, and information architecture. Supporters who encountered more than one met a different organization each time, and internal teams duplicated work across regions.
Problem 03
High emotional stakes, low conversion clarity.
Messaging created urgency without clarity, and donation flows asked for commitment before trust was established. Analysis surfaced a 90% drop-off at the primary donation decision point. Supporters disengaged exactly when they were ready to give.
Before / After
Same donation flow, rebuilt for The Moment Of Giving.
Drag the handle to see how the donor journey changed, from a fragmented experience that lost supporters mid-decision into a unified flow built to convert.
Before
After WANDR
Our Role
From redesign to rebuilt foundation.
01
Product strategy and UX audit across six regional properties
02
User research, donor journey mapping, and usability testing
03
UI/UX design across core donor, activist, and campaign surfaces
04
Consolidation of 12+ bespoke campaign pages into three flexible templates
05
Atomic design system and reusable component library
06
Front-end development and WordPress CMS integration
07
SEO-safe migration of 326 pages across the full platform
08
Accessibility built into the system, not retrofitted
Research
We replaced assumption
With Evidence.
WANDR ran an intensive research phase across the full ecosystem: qualitative user interviews, donor journey analysis, content and messaging audits, and stakeholder workshops built to replace internal assumptions with observed behavior.
01
Donation drop-off
Ready to give, then gone.
Analysis surfaced a 90% drop-off at the primary donation decision point. Not apathy. Architecture. People who had already decided to give were leaving before they finished.
02
Regional stories
Six sites, six different organizations.
Supporters who encountered more than one region met a different brand, narrative, and information architecture each time. Every inconsistency was a quiet withdrawal from donor trust.
03
Campaign pages
One campaign, twelve builds.
MFA maintained more than a dozen bespoke campaign pages, each built and maintained separately. The sprawl was operationally unsustainable and diluted the brand at exactly the entry points where first impressions form.
Four audiences, four different asks.
Persona 02
The activist.
Want to take action, not write a check. Were routinely served donor-facing content instead of the ways in.
Action-first
Grassroots
Non-donor
Persona 03
The volunteer.
Needs clear program information and a low-friction path to apply and get involved locally.
Program info
Applies
local
Persona 03
The corporate partner.
Evaluating supplier commitments or co-branding. Arrives skeptical and needs institutional credibility signals fast.
High-value
Wants proof
Skeptical
Unify the platform. Rebuild the journey.
Hand back the keys.
3 Principles →
Principle 01Trust
01
Unify.
Standardize UX patterns, messaging, and information architecture across all six regional sites inside one modular global framework, so the experience no longer changed depending on which door a supporter entered through, while regional teams kept the freedom to localize.
Principle 02Segment
02
Rebuild.
Rebuild the donor journey around how supporters actually decide. Establish trust before asking for commitment, make individual impact legible at the point of decision, and simplify donation flows without losing the emotional storytelling central to advocacy.
Principle 03Bingo
03
Enable.
Consolidate 12+ bespoke campaign pages into three flexible templates and ship an atomic, modular design system, so regional teams could launch campaigns and update pages without opening a developer ticket, and consistency held across the platform instead of drifting apart.
Principle 01 of → Continue scrolling
THE KEY INSIGHT
The challenge was never the mission. It was everything after the click.
MFA had deeply engaged supporters and a globally recognized cause. What it lacked was a coherent path from emotion to action, and one platform instead of six. Redesigning a page recovers a donation once. A unified platform the team can run, with the donor journey rebuilt around real behavior, recovers it continuously.
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Outcomes
What the work moved.
By the end of the engagement, MFA had a rebuilt donor journey, a single platform across six markets, and internal teams who could run it.
01 · Donations
+32%
Increase in donations, year one
supporter action and conversions up 17%
supporter action and conversions up 17%
02 · Migration
90%+
SEO equity preserved through migration
326 pages, remainder recovered in four weeks
326 pages, remainder recovered in four weeks
03 · System
6 → 1
Regional sites unified into one platform
US, Latam, Brazil, India, Malaysia
US, Latam, Brazil, India, Malaysia
04 · Speed
−78%
Faster page creation and updates
developer dependency removed
developer dependency removed
Donation and conversion figures reflect MFA-reported impact from the redesigned journey. Migration and system figures are from WANDR's project record.
Client Voice
In their words.
“
WANDR brought structure, clarity, and research-backed insight to a very complex digital challenge. Their work helped us unify our global sites, improve supporter engagement, and make better decisions grounded in real user behaviour. They felt like a true partner, not just a vendor.
Shweta Sood
Global VP of Marketing and Communications, Mercy For Animals
