What We Can - Effective Giving Platform
Conversion-focused platform for an effective-giving community that helps donors pledge a meaningful share of income to the world's most cost-effective charities, with transparent impact reporting and a frictionless pledge flow.
- Client
- What We Can
- Category
- Non-Profit & Effective Altruism
- Live product
- Visit site
Measurable results.
- Donor Trust
- Evidence-first journey from landing to pledge
- Pledge Conversion
- Calmer flow with stronger commitment quality
- Reach
- Global donor audience, fully responsive
Before & after.
- tone
- Generic non-profit template
- pledge Flow
- Front-loaded ask
- impact Clarity
- Vague outcome claims
- tone
- Editorial, evidence-led
- pledge Flow
- Progressive trust-building
- impact Clarity
- Quantified per-charity context
The challenge.
Effective-giving organisations live or die by trust. Visitors arrive sceptical, want evidence before committing, and need a calm, content-rich experience - not a hard sell. The platform had to explain rigorous charity evaluation, surface real impact data, and convert visitors into recurring pledgers without ever feeling exploitative.
The solution.
Built a calm, editorial platform with a clean serif/sans pairing, generous whitespace, and an impact-first narrative. Pledge flows are progressive - visitors can explore evidence, browse vetted charities, and only then commit. Every page is anchored in evidence, with clear sourcing and quantified impact estimates that respect donor intelligence.
What we shipped.
Editorial design with calm palette and evidence-led copy
Progressive pledge flow that earns trust before asking for commitment
Vetted charity directory with impact-per-dollar context
Transparent methodology and sourcing throughout
Mobile-first, accessibility-first build for global donor base
SEO architecture targeting effective-altruism and giving keywords
Technology stack.
- React
- Vite
- TypeScript
- Tailwind CSS
“It finally feels like a place donors can take seriously - not another flashy fundraising page.”
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