Kiss the Ground

Website redesign for Kiss the Ground, a leading nonprofit in the Regenerative Movement with 20M annual reach. Engaged 2026.
Challenge

A lot of people who already cared weren't converting into donors. What was stopping them?

Kiss the Ground has a highly engaged audience of nearly 200K Instagram followers and a reach of 20 million people annually, but their site wasn't converting that attention into recurring support as much as it could've. The storytelling content was strong, but the donor journey wasn't quite established. Kiss the Ground identified the need for a clear, trust-building path from "interested" to taking action without making any ask feel forced.

It's not just more donors. It's more donors who keep giving.

Six weeks post-launch vs. the prior six-month baseline, tracked in GA4.

↑ 100%
Donation conversion rate
↑ 117%
Recurring donor signups
↑ 22%
Average engagement time

Monthly recurring revenue up 9% (from recurring donor signups) and churn rate down 85%.

An early "ground" footer direction explored with their former brand colors.
Process

Design and delivery

Redesigned the 5 highest-leverage pages of the site with the donor journey as a priority. Prioritized message clarity and engaging UX that reflects Kiss the Ground's unique brand and voice.

strategic decisions

Shifting engaging storytelling into a donor journey

Many nonprofit redesigns start with "what should it look like." This one started with "what's stopping someone who already cares from giving." The new structure leads with impact, and makes giving feel like joining something already in motion rather than a cold ask.

Kiss the Ground's impact statement and main credibility points were underemphasized on the homepage, so we made them impossible to miss.