Client: New Story
Platform: Framer
Industry: Nonprofit / Affordable Housing & Impact Investing
Location: United States (operations across Latin America)

New Story isn't a typical nonprofit. It sits at the intersection of philanthropy, impact investing, and community development, with a model that finances land, enables legal ownership for vulnerable families, and unlocks home financing through credit building. That complexity is both their greatest strength and their biggest communication challenge. Their website needed to speak clearly to three completely different audiences at once: individual donors looking to fund a project, high-net-worth impact investors evaluating a double-bottom-line opportunity, and corporate partners exploring brand alignment. One website. Three distinct conversion paths. All without losing the human story at the center of it all.

What I Built

I designed and developed the full site on Framer, prioritizing visual storytelling, audience segmentation, and multi-pathway conversion. Key deliverables included:

• A bold, full-width hero section leading with mission-first language, "From Vacant Land to Thriving Communities" immediately communicating scale and purpose before any CTA appears

• A clear 3-step process section (Finance Land → Enable Ownership → Unlock Credit) breaking down a complex model into a simple, scannable visual flow that works for both donors and investors

• Separate conversion pathways in the navigation for four distinct audience types: individual donors, high-commitment "Builder" donors ($50K+ 3-year commitment), impact investors, and corporate partners, each routing to a dedicated landing page

• A human story spotlight section featuring real family testimonials (e.g. David from Ahualulco de Mercado) to anchor the emotional case for giving alongside the data-driven investment case

• A stats section featuring six high-impact metrics: 5x faster than traditional methods, 60% of land titles going to women, 100% portfolio repayment rate, 2x land value increase within 3 years, all designed to convert skeptical investors and donors simultaneously

• Authority/credibility bar featuring Goldman Sachs, Y Combinator, World Economic Forum, Fast Company, Forbes, and Sotheby's, positioned above the fold to immediately validate the organization for first-time visitors

• Newsletter signup with minimal fields: first name and email only, reducing friction for top-of-funnel lead capture

• Full social media integration across Instagram, Twitter, LinkedIn, TikTok, and YouTube for audience building across platforms

The Results

• Three distinct donor/investor conversion paths clearly mapped, individual donors, Builder-level donors, and impact investors each land on a tailored page with copy and CTAs matched to their level of commitment, significantly reducing drop-off from visitors who couldn't identify where they fit

• Impact stats displayed as a dedicated section (100% repayment rate, 5x faster, 60% women land title holders), specific, verifiable numbers like these consistently outperform vague mission statements in converting both donors and impact investors, as they provide proof of model viability

• Authority logos placed immediately below the hero, Goldman Sachs, Y Combinator, and World Economic Forum visible within the first scroll means high-net-worth visitors see institutional validation before they evaluate the ask, dramatically improving credibility for the $50K+ Builder program

• Human story section balanced against data section, pairing David's personal testimony directly above the impact statistics ensures the site converts both emotion-driven donors and logic-driven investors without losing either audience

• Framer's animation capabilities leveraged for smooth scroll transitions and section reveals, creating a premium, editorial feel that matches the caliber of a Goldman Sachs and Y Combinator-backed organization, and that sets the site apart from the typical nonprofit aesthetic

• 10,000 lot target by end of 2027 prominently featured, giving donors and investors a concrete, time-bound goal to rally behind, which is a proven driver of campaign urgency and recurring giving

• Mobile-optimized across all pages, critical for a global organization whose audience spans US-based donors, Latin American communities, and international investors browsing across devices and time zones