MAG International

Mines Advisory Group (MAG) works to bring peace and safety to communities affected by landmines - clearing unexploded ordnance and helping people rebuild lives disrupted by conflict long after it's officially over.

MAG's old website wasn't doing that mission justice. It didn't present the charity as the professional, global organisation it actually is, key information was hard to find, and the site offered nothing tailored for international visitors - a real gap for a charity that relies on donors well beyond the UK, particularly in the US. MAG needed a platform that matched the scale and seriousness of its work, and made it easy for people anywhere to find out how to help.

We ran user journey mapping workshops to understand exactly who MAG's different audiences are, how they engage, and what MAG actually wanted each of them to do next. That research shaped a simplified navigation structure built around the questions real visitors actually ask - who MAG is, what they do, and how someone can help.

For international visitors, we built a geo-targeting feature that detects North American visitors and redirects them to a dedicated US experience, with donation journeys and content tailored specifically for that audience.

Storytelling sits at the centre of the new website, with video and imagery used throughout to bring the reality of landmine-affected communities to life, and dynamic homepage banners that can be updated with campaign content as new stories emerge.

The donation journey runs through goDonate, with detailed analytics tracking conversions and reducing abandoned donations, turning giving from a good intention into something people actually complete. Built with Python, the platform also connects to Raiser's Edge and Mailchimp, keeping donor and supporter data flowing between systems without manual duplication, and gives different teams their own permission levels so content management stays organised as more people use the platform.

More people are finding MAG, and more of them are new to the charity altogether. A 49% rise in first-time visitors means the redesigned site is genuinely reaching new audiences, not just re-engaging people who already knew MAG's work - exactly what a charity relying on global support needs from its digital presence.

That reach is translating into real support. Income from public donations, appeals, and fundraising events rose 40%, and regular giving reached £194k within a year - proof that a clearer, more engaging site turns visitors into people willing to give, and keep giving.

Behind the scenes, cleaner data flow between MAG's systems and fewer abandoned donations mean the charity can spend less time on administration and more time on the work itself - clearing landmines and helping communities rebuild.