From One-Time Gift to Ongoing Impact: Reimagining AFI’s Donor Experience

Every nonprofit knows the difference between transactional giving and meaningful, long-term support. When ABS-CBN Foundation International (AFI) needed to shift from reactive donations to lasting relationships, design became the bridge.

The Problem: One-and-Done Giving

AFI’s donation model worked during crisis moments—but offered little else. Once someone gave, there was no reason (or invitation) to return.

• Contributions spiked during emergencies, but fell flat during day-to-day operations.
• Supporters gave once, with no pathway to deepen their involvement.
• Communication was limited to newsletters and annual reports.
• The org lacked insight into donor motivations or how people preferred to engage.

The Design Opportunity: Shift the Relationship

AFI needed a new structure—something that met people where they were and invited them to grow their impact over time.

We focused on three problem spaces:

• ‍No Growth Pathway — Once donors contributed, they faced a dead end rather than opportunities to increase their impact over time.
• ‍Poor Retention Rates — Without ongoing value or meaningful connection, donor relationships were typically short-lived.
• ‍Limited Donor Intelligence — AFI lacked the tools to understand supporter motivations or preferred involvement levels.

Design Solution: From Donation to Membership

1. A Membership Model that Meets People Where They Are

Inspired by orgs like Save the Children and Oxfam, I introduced a tiered membership structure. Instead of a one-size-fits-all donation form, supporters could choose their level of commitment—with benefits aligned to each tier.

The experience included:

• A landing page that reframed donations as belonging and impact.
• A tier breakdown to help people find the level that matched their values and capacity.
• Clear calls-to-action and visual hierarchy to guide decision-making.

2. Storytelling that Builds Trust

Rather than pushing generic appeals, we embedded real stories and tangible outcomes into the flow—connecting people to the communities they were helping.

The individual tier pages I created showcase membership benefits beyond the financial contribution - exclusive events, community forums, and direct field updates. This approach transforms transactions into relationships and builds the emotional investment that turns occasional donors into dedicated supporters.

3. Streamlining the Decision Moment

Analysis revealed that complexity at the point of conversion leads to abandonment, especially on mobile devices. AFI's PayPal-only process created unnecessary friction and didn't properly support recurring commitments.

I designed a conversion experience with a simplified form, transparent membership terms, and support for both monthly and annual giving options. The result removes barriers at the critical moment when intention transforms into action.

Outcomes & Learnings

The new membership model made pathways clear and inviting—and helped AFI move from reactive fundraising to a more sustainable, values-based model.

Stakeholders responded to how the design centered trust, flexibility, and clarity.

The structure now supports ongoing experimentation and deeper user understanding.

Reflection

This project was about more than designing a donation form—it was about honoring the intent behind someone’s choice to give, and creating a system that respects and grows that relationship over time.

Design can be the difference between a transaction and a transformation. And that’s exactly where I like to work.