Accessibility
Why accessibility in donation appeals matters
Clear, inclusive design ensures that more people can understand, trust, and act on donation prompts—especially those using assistive technologies.
The issue
In the original version, the message gets lost against a busy background, making it difficult to read and act on, especially for users with visual or cognitive impairments. The generic headline, low contrast, and non-descriptive call-to-action reduce clarity and urgency, ultimately limiting engagement.
The headline (“YOU CAN HELP”) is generic and lacks context about the impact or urgency of the donation.
Subtext is low-contrast and overlays a detailed background image, making it hard to read for users with visual impairments.
The donate button lacks prominence, blending into the image without visual weight or accessible labeling.
Users relying on screen readers may miss the context, as the button is not described with intent (e.g., no ARIA label like aria-label="Donate to water projects").
The layout does not separate content areas visually or structurally, which creates cognitive overload and decreases usability on mobile or assistive tech.
The solution
The redesigned layout prioritises accessibility, separating content for clarity, improving text contrast, and using a purpose-driven headline and CTA. The result is a donation prompt that’s not only easier to use but also more likely to inspire action from every visitor.
The image and message are separated, improving legibility and focus. Users immediately understand the purpose without visual clutter.
Text contrast is WCAG-compliant, making both headline and subtext easily readable.
The headline is contextual: “Your support makes access possible” clearly connects action (donation) to impact (access to essentials).
CTA is prominent and purpose-driven — it sits in its section, uses a high-contrast background, and includes emotionally motivating microcopy (“Donate to make a difference”).
The visual hierarchy and spacing aid users with cognitive or motor challenges, offering better accessibility and a clearer path to action.
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