Stimulating donations for a non-profit helping children in rural Kenya


Kenya Child Care is a Dutch NGO that facilitates acute emergency care for children in Kilifi, Kenya. They rely on donations that they receive through their website. In order to generate more donations though, the website needs to be revised and optimized in use.


Kenya Child Care


UX Audit




Every child has the right to grow up in a loving and safe environment, preferably with family.

Kenya Child Care helps realize this mission through their temporary rescue center in Kilifi, Kenya. They have room for 20 children in need of acute care. They also have an outreach program where we provide basic necessities of life such as food, medical care and education. In order to maintain this level of help, they rely on donations received through their website.


Initially, the website of Kenya Child Care was evaluated per page. Each page was commented with thoughts and assumptions. By evaluating all these pages separately, it became clear that the structure was relatively easy to understand but not always intuitive. While some of the information linked well to their new pages, others were less informative because text between pages didn’t align. Also, information a potential donor would be interested in was either dispersed across pages or missing in general.


To check the general usability of the website, the 10 UX heuristics as defined by Jakob Nielsen were used. For every heuristic, the entire website was reevaluated and assessed. Major points for improvement were identified by the heuristics visibility of system status, consistency and standards, recognition rather than recall and aesthetic and minimalist design. For each of these (and a few others) a complete description of what was lacking on which page was provided to the foundation.


In order to understand the field this NGO operates in better, other Dutch NGO websites were also evaluated. To find potential updates for Kenya Child Care, emphasis in this competitor analysis was put on the use of the landing page, the donations page and the header.


Most of the competition makes use of a redirect to the donate page on a landing page. This is generally either at the top of the page or directly underneath the first block. Bigger NGOs use the landing page less often to direct to donations but provide more in-depth information and publicity.


There are two ways to design the donation page. The first is as currently done by the foundation, a full page where all the information is asked. The second, less intrusive way is have new donors go through a step-by-step process split over a few pages. The second way askes less cognitive load of the donor.


A few items were identified to be used most often in the header. These included: about us, our methods, stories/projects, blogs and a donate button. The donate button was often in a contrasting color to attract attention.


Distributed across the websites evaluated, some inspiration was gained. Elements still missing from the foundation’s website but are well received are the amount of pictures, blog stories, facts and numbers, project stories and social media links.


The final advice is made up of six specific point for improvements. Each point links to another element of the website and will individually improve the website available to potential donors today.


To provide the foundation with more than just a set of guidelines, a quick wireframe including the identified elements for improvements was created. The wireframe was focused solely on the landing page as most improvements would include a change in the landing page. The wireframe, as depicted below, directly guides a visitor of the page to a donation page. Additionally, it provides more information on Kenya Child Care, their way of working, local stories, pictures and blogposts. Each of the individual elements can link to pages that provide in-depth information on the subject. The header was also rearranged and reformulated.