What’s the story?
Whether it’s a health facility in Somalia or primary education in Pakistan, TEAR’s global achievements are best communicated through stories. Storytelling is the most powerful tool that development organisations have, and with 95% of TEAR’s supporters being church-goers or nominal Christians, telling these stories in the right way allows TEAR to speak directly to their user base without alienating non-believers with an interest in social justice.
To put digital storytelling at the forefront, we incorporated visual pages with the ability for full-screen video and included sectional page styles, allowing TEAR to provide engaging, long-form content with the inclusion of key CTA’s where needed. We also leveraged TEAR’s vast library of high-impact imagery to evoke emotion from users and instantly engage them with the content.
The intended effect of this emphasis on storytelling is an increase in user engagement and, ultimately, donations and advocacy actions. After all, that’s the primary purpose of the website, because TEAR can’t make a difference without people being moved to donate or pledge to support their policy work.
To encourage this, our developers added multiple pathways and CTAs to prompt users to become involved in a variety of ways, financially or otherwise, and also brought more attention to Useful Gifts – TEAR’s sister site. Furthermore, the site’s design means TEAR can update the homepage to drive traffic to a current campaign, like the 2018 Indonesia Tsunami and Earthquake Appeal, with a CTA linking to the specific donation page.