Case Study
Modernising a charity website to better tell its story and increase support & donations
Christadelphian Meal-a-Day
The Client
Meal-A-Day is a UK-based Christian charity supporting vulnerable communities around the world through practical projects designed to create meaningful, long-term change.
From food and clean water to healthcare, education and opportunities for greater self-sufficiency, the charity works with communities and local partners to help improve lives and build brighter futures.
With an important story to tell and a wide range of projects to showcase, Meal-A-Day needed a digital presence that communicated the scale of its work, demonstrated its impact and made it easier for supporters to get involved and donate.
Digital support with purpose
Services Used
- Websites
- UX & User Journey
- Creative Content
- Professional Video
- CRM Integration
Making an immediate impact
The Challenge
Meal-A-Day’s existing website had become outdated and no longer reflected the organisation it had grown into.
As a charity, it needed its website to do several jobs well. Visitors needed to quickly understand who Meal-A-Day is, the communities it supports, the projects it funds and the difference those projects make.
Just as importantly, the journey from learning about the charity to supporting it needed to be simple. Opportunities to donate, fundraise or otherwise get involved weren’t prominent enough, creating unnecessary barriers for people already motivated to help.
The visual identity had also evolved considerably over the years, but the website hadn’t kept pace. Meal-A-Day wanted a more contemporary and engaging online presence that would create a stronger first impression and connect with both existing supporters and a new, younger audience.
Bringing the brand and story together
The Solution
QBD worked closely with Meal-A-Day and its brand expert to translate the charity’s evolving visual identity into a modern digital experience.
The new website incorporates an updated colour palette, typefaces, logo icon and supporting patterns to create a consistent look and feel across the website and Meal-A-Day’s wider marketing materials.
We completely reconsidered the website’s navigation and user journey, introducing a clear drop-down menu that makes key information easy to find across both desktop and mobile. Strong calls to action are incorporated throughout the site, giving visitors clear opportunities to donate, fundraise and support the charity wherever they are in their journey.
QBD also worked closely with Meal-A-Day to develop and refine the website copy, creating engaging content that communicates the charity’s work clearly while staying true to its established tone of voice. This helped create a consistent personality across the site, making complex projects and impact stories more accessible, human and engaging for supporters.
An easy-to-use donation system makes both one-off and recurring giving straightforward, while website forms have been integrated with Meal-A-Day’s CRM to help the charity build relationships and continue communicating with its supporters.
We also developed a consistent structure for individual project pages, allowing Meal-A-Day to clearly communicate the challenge each community faces, the solution being delivered and, most importantly, the impact the project is having.
The project extended beyond the website itself. QBD has worked with Meal-A-Day to produce professional video content telling the story and history of the charity, alongside a series of shorter videos designed for social media, email campaigns and other digital channels.
Turning engagement into action
The Impact
Meal-A-Day now has a professional, engaging digital presence that better represents the organisation and the incredible work it supports around the world.
The new website establishes trust from the moment someone arrives, makes the scale and impact of the charity’s work easier to understand and provides much clearer routes for supporters who want to take action.
Video has helped bring Meal-A-Day’s story to life in a more immediate and engaging way, helping the charity reach new audiences and giving it a bank of content that can be used across the website, social media and email marketing.
Most importantly, removing barriers from the donation journey and making opportunities to support Meal-A-Day far more prominent has translated into tangible results, with a significant increase in both one-off and regular monthly donations.
The result is more than a better-looking website. It’s a digital platform that helps Meal-A-Day tell its story, strengthen relationships with supporters and generate more of the funding needed to continue making a difference.