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