Kiss the Ground

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

People who already cared weren't converting. What was stopping them?

Kiss the Ground has a highly engaged audience of nearly 200K Instagram followers, 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 needed a clear, trust-building path from interest to 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.
approach

Going beyond "what should this look like"?

The real question wasn't what the site should look like. It was what's stopping someone who already cares from giving. The new structure leads with impact. Donating or taking action feels more like joining something already in motion, rather than responding to a cold ask.

strategic decisions

Shifting engaging storytelling into a donor journey

The five highest-leverage pages now lead with the donor journey. On the old homepage, the impact statement was small text over muted colors, and easy to scroll past. Now it has its own section, with a CTA built to be seen.

"In the six weeks after we launched the homepage, we saw a 100% lift in donation conversion rate. Natalie has far exceeded my expectations. Her approach is collaborative, her work ethic is strong, and her skill-set is excellent. And importantly, she has an amazing energy; everyone loves working with her."
Evan Harrison
CEO, Kiss the Ground