Mines Advisory Group

A website that needed to work harder.

Mines Advisory Group (MAG) has a powerful mission - bringing peace and safety to communities affected by landmines. However, its previous website wasn’t reflecting its impact, nor was it engaging users effectively. 

MAG needed a modern, dynamic platform that: 

• Presented the charity as a professional, innovative, and global organisation 
• Made it easy for users to find key information and take action 
• Showcased powerful storytelling to drive engagement and donations 
• Provided a seamless experience for international visitors, including a US-specific donation journey 

To bring this vision to life, MAG’s advertising and branding agency, Cherry Tiger, approached Giant Digital to design and develop the new website. 

A smarter, more impactful digital experience .

Working alongside Cherry Tiger, we set out to reimagine MAG’s digital presence, focusing on: 

• User-first design – Making navigation intuitive and reducing friction for supporters. 
• Engaging storytelling – Showcasing the real impact of MAG’s work. 
• Improved donation journeys – Optimising pathways to increase conversions. 
• Scalable and future-proof technology – Providing a platform that supports long-term growth. 

To ensure the best possible results, we conducted in-depth user journey mapping workshops, defining: 

• Who MAG’s key audiences are 
• How they engage with the charity 
• What actions MAG wants them to take 

This led to a streamlined structure and menu design that answers users’ most pressing questions: 

• Who are you? 
• What do you do? 
• How can I help? 
• What’s new? 

This simplified, visually engaging approach helped create an experience that guides users seamlessly while meeting the charity’s objectives. 

A global platform for a global mission .

1. Geo-targeted content for international users 

One of the biggest challenges was ensuring the site catered to different regions, particularly the US market. We developed a geo-location feature that: 

• Detects North American visitors via IP address 
• Redirects them to a US-specific website with tailored donation journeys and content 
• Ensures relevant messaging and campaigns for different audiences 

2. Elevating storytelling to drive action 

With a wealth of powerful real-life stories, MAG wanted to bring the human impact of its work to the forefront. 

• Integrated video & imagery throughout the site to immerse users in the reality of landmine-affected communities. 
• Dynamic homepage banners that can be updated with campaign videos to drive engagement. 
• Empathy-driven storytelling to encourage users to donate, support, or learn more. 

3. Seamless donation experience and smarter fundraising 

To ensure a smooth and effective giving experience, we: 

• Integrated goDonate for a seamless, user-friendly donation process. 
• Implemented detailed donation analytics to track conversions and reduce abandoned donations. 
• Designed a friction-free donation journey, making it easier for supporters to give. 

4. Scalable and future-ready technology 

Built on Django CMS, the new platform includes: 

• Enterprise-level integrations with Raiser’s Edge, Mailchimp, and goDonate. 
• A fully responsive, secure, and scalable design. 
• Custom permission levels for different teams, ensuring streamlined content management. 

A digital platform that delivers real results.

This meant:

• 40% increase in income from public donations, appeals, and fundraising events in the year the new site launched. 
• Regular giving reached £194k within a year through Giant Giving. 
• 100k landmines and unexploded bombs removed in 2018, funded in part through increased donations. 

The results were clear: a better user experience led to increased engagement and greater financial support for MAG’s critical work. 

Beyond launch, we remain long-term digital partners for MAG, supporting their: 

• 30th anniversary campaign 
• Angola & Vietnam programme’s 25-year anniversary 
• Phase two of website development 

MAG’s digital team rated our collaboration ‘10/10’, calling it ‘supportive, positive, and impactful’.