Here is an excellent example of how a charity uses the visual impact of its website homepage to powerfully articulate its mission.

Not For Sale - https://www.notforsalecampaign.org/

Not For Sale – https://www.notforsalecampaign.org/

 

Why does it work?

The homepage clearly states the purpose of the organisation: “Not For Sale protects people and communities from human trafficking.”
The homepage includes photos of people impacted.
The site includes a blog where visitors can read more stories about the issues at hand and how the organisation is combating them.
The navigation menu provides easy access to information about the organisation, ways to get involved, and to donate.