El Paso Giving Day Website Design

Role: Lead Visual & UI Designer - Brand System + Digital Experience
Team: Content & Copywriting - Angie Kimmel | Development - Brandon Silverstein

Overview

El Paso Giving Day is the region’s largest philanthropic initiative, supporting 260+ local nonprofits. The platform needed to inspire generosity at scale, provide real-time fundraising transparency, and support donors across all ages and tech comfort levels, while giving each organization space to tell their story within a unified system.

This experience had to be trustworthy, motivating, and accessible, guiding thousands of users from awareness to donation with clarity and ease.

Approach

I led UI design and built a modular giving platform optimized for clarity, trust, and conversion. This included:

  • A scalable design system and template library for 260+ nonprofit pages

  • Real-time donation progress components and live dashboards

  • Accessible, mobile-first pathways for donors of all ages

  • Flexible content blocks for storytelling, impact stats, and calls-to-action

Deep collaboration with the development team ensured every interaction, from the dynamic progress bar to the searchable nonprofit directory, functioned seamlessly. I worked hands-on through QA, mobile refinements, and post-launch improvements to support performance across future giving years.

By combining intuitive UX, transparent design patterns, and community-centered messaging, we created a digital experience that helped make charitable giving feel simple, trustworthy, and joyful.

Impact

  • $11,000,000+ raised across nine years

  • 40,000+ donors supported local nonprofits

  • ~20% YoY traffic growth

  • ~15% YoY increase in average donation size driven by conversion-focused design

  • Scalable design system empowered yearly refreshes and nonprofit content flexibility

This platform became a cornerstone of regional philanthropy, strengthening community connection and making giving more accessible, transparent, and engaging.

This project affirmed my belief that complex systems can feel intuitive when designed with empathy and structure. By building a scalable foundation and collaborating deeply with developers and stakeholders, we created a digital experience that continues to grow impact year after year.