Putting Nineteen Years of Evidence Before the Donation Ask
Impact Figures, Named Programmes and Open Governance in One Journey
A Kolkata not-for-profit working across education, healthcare, skills and sport needed donations and transparency in the same breath. We built an impact-led site where every number links back to a programme.
- 2007Founded
- 19Years of continuous work
- 9,000+People reached this season
Context
Trust is the conversion problem
For a not-for-profit, the gap between interest and donation is almost entirely trust. Cross Culture had nineteen years of work behind it and a site that asked for money before it offered evidence — the exact order a sceptical first-time donor cannot accept.
Goal
Put the evidence before the ask
We restructured so every donation prompt sits immediately after a piece of verifiable impact. Numbers are tied to named programmes, programmes link to what was actually delivered, and governance policies are one click from the navigation rather than hidden.
Process
Counted before it was designed
The impact figures were audited with the programme team before layout began, so the counters reflect real seasonal reporting rather than marketing rounding. That constraint shaped the design — figures had to be updatable without redesigning the page.
Elements
What we built into the page
Live Impact Counters
Lives reached, children educated and treatments delivered, updated each season.
Persistent Donate Path
A donate action fixed in the header and repeated after every impact claim.
Programme Depth
Education, healthcare, employment training and awareness each documented separately.
Policies in the Open
Governance documents linked from the main navigation, not buried in a footer.
Impact
Donors who arrive already convinced
The organisation now sends the impact section as its standard introduction to corporate and individual donors, and the open policies page has removed a recurring due-diligence request from the fundraising cycle.
About the client
Cross Culture is a Kolkata-based not-for-profit founded in 2007, empowering marginalised communities to live free from poverty and oppression through education, healthcare, employment training, sport and awareness.
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