USANA Kids Eat — Non-Profit Website Design & Development
USANA Kids Eat is a USANA Health Sciences non-profit fighting child hunger. OVEXBEE designed and developed a compassionate, conversion-optimised React website that tripled online donation conversion rate and delivered 4× more corporate sponsor inquiries.
Measurable Results
Client Background & Challenge
USANA Kids Eat is a charitable initiative of USANA Health Sciences — a publicly traded nutritional supplements company — focused on eliminating child hunger and improving child nutrition outcomes across the United States. The initiative runs school nutrition programmes and fundraising campaigns, partnering with corporates and individual donors.
The existing website failed to convey mission urgency or guide visitors toward key actions. Three critical audiences — individual donors, volunteers, and corporate sponsors — were all funnelled to the same generic page with no differentiated messaging. Donation conversion rate was 1.2% — well below the 3–5% non-profit benchmark. Mobile performance was poor, critical for paid social and influencer campaign traffic.
- ✕Single generic homepage — no audience-specific funnels for donors, volunteers, or sponsors
- ✕Donation button below the fold and visually indistinct — low click-through rate
- ✕No impact metrics displayed — visitors had no evidence their donation mattered
- ✕Mobile LCP over 4.8 seconds — losing social campaign traffic on page load
- ✕No corporate partnership page — major revenue channel with zero dedicated presence
- ✕Accessibility failures (WCAG) — text contrast and form labels non-compliant
Our Strategy & Execution Plan
- Defined three conversion funnels: Donate, Volunteer, Corporate Partner — each with dedicated landing pages
- Designed emotionally resonant hero with child photography, mission statement, and prominent impact counter
- Placed donation CTA above the fold on homepage with clear impact framing ("$25 feeds a child for a month")
- Built dedicated corporate sponsorship page with tier benefits, logo wall, and partnership inquiry form
- Developed in React with Tailwind CSS — mobile-first, optimised for paid social traffic sources
- Achieved Lighthouse 97/100 mobile — sub-1.8s LCP on 4G connections
- Integrated donation platform embed with minimal friction — 2-click donation flow
- Built animated impact counter (meals served, children helped) — live updating trust signal
- Full WCAG 2.1 AA accessibility compliance — contrast ratios, ARIA labels, keyboard navigation
- A/B tested two donation CTA variants — "Feed a Child Today" vs "Give the Gift of Nutrition"
- Added social proof section: testimonials from programme beneficiaries and corporate partners
- Integrated email capture for campaign volunteers with automated welcome sequence
- Deployed to CDN with 99.9% uptime SLA — stable during peak fundraising campaign surges
Verified Google Keyword Ranking Movement
| Target Keyword | Search Volume | Start Position | Final Rank | Result |
|---|---|---|---|---|
| child nutrition non profit | 1,200/mo | #Unranked | #4 | Top 10 |
| feed children charity usa | 2,100/mo | #Unranked | #6 | Top 10 |
| corporate child hunger sponsorship | 880/mo | #Unranked | #3 | Top 3 |
| usana kids eat donation | 480/mo | #Unranked | #1 | Top 3 |
"The website OVEXBEE built turned our mission into action. Donors now see exactly what their money does before they give. Corporate sponsors have a professional portal to engage with. And the performance improvements mean our social campaigns actually convert when people click."
- Charity Director, USANA Kids EatReady to Replicate These Results?
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