Mama Cash

A smoother user experience for this global feminist charity’s supporters

Mama Cash website homepage. Mostly white background with black text, it has striking header banners in pink and teal for impact.

Project overview

Founded in 1983, global charity Mama Cash was the first international women’s fund in the world. Today, it supports women, girls, trans and intersex people who are fighting for their rights, working towards a more just and equitable future.

We worked with the Mama Cash team in 2023, to create a brand new website that better reflects the impactful nature of their work, with a smoother user experience to make it easier for people to support them in their mission.

Features

  • Bold, low-carbon design
  • Fundraising platform integration
  • Pop-up donation form and reminder

A+

Website Carbon rating

0.17g

C02 per homepage view

96%

Lighthouse Accessibility score

Bold, bright and light design for maximum impact

Taking inspiration from Mama Cash’s brand guidelines, we wanted to create a site that reflected their bold approach, and ensure that it would be as accessible as possible to their global audience.

Mama Cash website homepage. Mostly white background with black text, it has striking header banners in pink and teal for impact.

To ensure that the new site would be low carbon, we used a lot of white space to keep focus on the content, using their brand’s bright colours to highlight key content and calls to action.

3 mobile devices showcasing different pages from the new Mama Cash website. The three pages side by side demonstrate the consistent branding with the bright pink and teal headers

Simple menu navigation for a smoother user experience

The initial stakeholder interviews we held during the discovery stage of this project revealed that many users found the old website difficult to navigate, and were often unable to find the information they were looking for.

To address this, we worked with the Mama Cash team to streamline their content, and we used simple drop-down menu navigation to make the site more accessible.

Image showing the 'stories' page, which has the bright pink header from the homepage. In front of this there is a mobile device showing the menu navigation, which is a simple accessible menu with white text on a black background

We also separated out different types of content, to ensure more clarity around the difference between news content, stories (case studies) and Mama Cash’s publications such as reports and briefs for funders.

We also separated out different types of content, to ensure more clarity around the difference between news content, stories (case studies) and Mama Cash's publications such as reports and briefs for funders.

Creative calls to action to increase donations

To make donating to Mama Cash as straightforward as possible, we integrated their fundraising platform and created a simple pop-up form that appears when the ‘donate’ call to action button is clicked.

If the user navigates away from this form without donating, then a smaller, unobtrusive pop-up appears at the bottom of the screen inviting them to complete the form or confirm they’re ‘not ready.’

This makes it easy for anyone who may have clicked out of the form by accident to return and complete their donation.

Image demonstrating how the donation pop-up looks when someone clicks on the call to action from the homepage

An ongoing commitment to accessibility

A major aim for the Mama Cash team with their new website was to ensure that it remains as accessible as possible. Of course, sustainability and accessibility go hand-in-hand and all of our websites are low carbon by design, so the new website is super accessible, with the homepage achieving a 96% Lighthouse score for accessibility.

In order to go the extra mile, we also created an accessibility statement for Mama Cash. This statement sets out their aims, and includes a form, making it easy for anyone to report accessibility issues so that we can work quickly to address these. This ensures that the new website remains truly accessible to everyone.