Nonprofit build · Primary healthcare network
One site, two audiences: patients and donors
ZMT runs a primary healthcare network serving underserved communities in Karachi, with a mental health programme offered free to those who need it most. A nonprofit website has a harder job than a commercial one, because it has to serve someone seeking care and someone considering a donation in the same breath, without either feeling like an afterthought.
The situation at the start
Two visitors who need opposite things.
Someone arriving in distress needs the nearest clinic, the opening hours and a phone number, in that order, with nothing in the way. A prospective donor needs something almost opposite: evidence of scale, credibility and where the money goes. Serve only the donor and the site becomes a brochure. Serve only the patient and the funding that keeps the clinics open never arrives.
There was also a specifically local requirement. In Pakistan, a significant share of charitable giving is Zakat, which carries eligibility rules a donor will check before giving. If a site cannot answer that question clearly, the donation does not happen.
Scope agreed at project kickoff; delivered site verified at handover.
The approach
Four workstreams,
one engine.
Each stream existed to make the others measurable. Nothing here was run in isolation.
Separate the journeys at the top
The split happens in the navigation, before anyone has to read anything.
- A care route: clinics, services, walk-in guidance
- A giving route: donate, Zakat calculator, programme detail
- Both reachable from the header without competing for the same button
- Language kept plain, because distress and complexity do not mix
Show the network, do not assert it
Donors fund evidence, not adjectives.
- Clinic count and coverage presented as concrete figures
- The mental health programme explained, including who it serves
- Verification and compliance signals surfaced near the ask
- Founding date and track record made visible
Meet the donor's actual question
The first question a Pakistani donor asks is whether it qualifies.
- Zakat eligibility stated where the donation decision is made
- A calculator so the donor can work out their obligation on site
- Support and one-off giving routes both accommodated
- Giving pathway kept short and unambiguous
Accessible under real conditions
The audience includes people on old phones and slow connections.
- Mobile-first layout with high-contrast, legible typography
- Lightweight pages so clinic details load on poor connections
- Semantic structure and clear heading hierarchy throughout
- Clinic and organisation details marked up for search engines
The results
A site that does not make patients read a fundraising pitch.
The delivered site splits its two audiences at the navigation level. A visitor looking for care reaches clinic and service information without passing through a donation appeal, while a donor gets the scale of the network, the programme detail and the giving route in a single path.
The Zakat calculator sits inside the giving flow rather than as a separate curiosity, because eligibility is the question that decides whether a Pakistani donor gives at all. The free mental health programme is stated as free at the top of the page, since for the people it serves that is the only fact that matters.
What shipped
Delivered scope- Templates
- Home, programmes, clinic network, donate, Zakat calculator
- Primary journeys
- Find care · Fund care, split at navigation level
- Local requirement
- Zakat eligibility and calculation on site
- Accessibility
- High contrast, semantic headings, mobile-first
- Structured data
- Organisation and MedicalOrganization
- Handover
- Programme and clinic content editable by the team
This engagement was scoped and delivered as a website build. No traffic, donation or conversion figures are claimed for it, because no analytics baseline was part of the agreed scope.
Key takeaways
What made
the difference.
- 1Nonprofits have two users, not one
Patients and donors want opposite things from the same homepage. Splitting them in the navigation costs nothing and serves both.
- 2Donors fund evidence
Clinic counts and coverage do more persuasive work than any amount of mission language.
- 3Localise the giving flow
Zakat eligibility is not a nice-to-have in this market, it is the question that gates the donation.
- 4Build for the worst connection you expect
If clinic details do not load on an old phone, the site has failed the person who needed it most.
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