The Challenge
The old website for the World YWCA was mostly operational, but the look and feel was outdated and the donation page, one of the main sources of fundraising for the non-profit organization, didn’t work properly. With membership on the decline and remaining member constituents aging, the World YWCA needed to attract younger members quickly without alienating existing members or potential donations from other non-government organizations.
TL;DR: World YWCA’s outdated site had a broken donation page, declining membership, and needed to attract younger women without alienating donors. How do you modernize a 100+ year-old movement for a new generation?
The Solution
Research showed that 80% of women in low- and middle-income countries owned a mobile phone, and nearly half relied on mobile internet as their primary access point. To reach younger women (ages 18–30), the new World YWCA website was designed mobile-first, with a clean, modern aesthetic that emphasized clarity over volume. A typographic system was implemented to let content take center stage, using hierarchy and spacing to break complex information into digestible, mobile-friendly chunks.
TL;DR: A mobile-first, typography-driven design made content the hero, ensuring accessibility and engagement for younger, digitally native audiences.
The Results
The redesigned website launched at the World Council 2019 in Johannesburg, South Africa reaching representatives from over 100 member associations worldwide. Within just two months, the organization added 11,000 new memberships, signaling strong engagement from younger audiences. In parallel, the updated donation experience modernized fundraising pathways, strengthening financial sustainability for the global movement.
TL;DR: The new site revitalized World YWCA’s digital presence, driving rapid membership growth, and creating stronger fundraising opportunities.