Pure Africa Foundation supports coffee farmers in Africa by offering fair microloans. Unlike local banks that sometimes charge interest rates of up to 50%, the foundation offers loans at normal, fair rates, comparable to what you would expect in the Netherlands.
This allows farmers to:
Expand their farms and plantations
Stay out of debt
Create employment within their village
What was missing from the current website:
A clear donation option
A story and experience
Making the impact tangible for donors
The assignment was to transform the website into a platform that combines emotion, trust and impact, and activates visitors to donate.
Before
After
The biggest obstacles of the existing website:
No clear flow towards donating
Too rational and business-like in approach
No insight into what a donation concretely yields
Impact remained abstract
Visitors could see that Pure Africa Foundation did good work, but not:
What happened to their money
How large their personal impact was
Why even a small donation is already valuable
What was missing from the current website:
A clear donation option
A story and experience
Making the impact tangible for donors
The assignment was to transform the website into a platform that combines emotion, trust and impact, and activates visitors to donate.
The solution lay in making the impact tangible and telling the story behind the foundation. Key UX choices:
A clear donation funnel integrated into the website
Storytelling as the guiding principle instead of just numbers
Focus on transparency: showing where the money goes
To make this visually clear and understandable, I developed an animation that shows the process at a glance. This makes it clear that a donation creates lasting impact and keeps circulating. Additionally, the donation options now show:
How many trees or coffee plants a donation yields
What this means for the farmer in one year
This makes the impact concrete, understandable and personal — even with small amounts like €5.
Result:
Donations feel meaningful and transparent
Visitors immediately understand what their contribution yields
Willingness to donate increases as impact becomes visible
The feedback from Pure Africa Foundation was very positive. Management fully recognized themselves in the new story and the way impact is now communicated.
