Bookmark Reading
One in four children leave primary school unable to read well.
Bookmark matches volunteer reading mentors with the children who need them. Their old website was quietly working against that.
The website was costing them volunteers
Bookmark were paying for social campaigns to recruit reading volunteers and losing people between the advert and the sign-up. The site also made the charity look smaller and less established than it is, which matters when you are also asking schools and corporate partners to take you seriously.
Four audiences needed to act: volunteers, schools, corporate partners and donors. None of them had an obvious route through.
Four audiences, four ways in
The structure was rebuilt around what each audience needed to do, rather than around how the charity is organised internally. That distinction sounds academic until you watch someone try to volunteer and end up reading about governance.
Journeys, not menus
Each audience gets a route built around what they came to do, tested with real users before anything was designed.
A brand doing more work
Bookmark’s illustration style leads the design, so the site looks like the charity rather than a template with a logo on it.
Content the team owns
A component-based Craft build, so campaigns and new pages get put together in-house without waiting on a developer.
Looked after since launch
I still maintain it, so the thing recruiting their volunteers doesn’t quietly rot.
They asked for a chatbot
Bookmark came to the project wanting an AI chatbot to field support questions. What their enquiry history actually showed was a small number of questions being asked over and over again.
So they got a help centre instead. Clear categories, plain language, a search that works, and FAQs and video tutorials written from the questions people had really been asking. It answers more reliably than a chatbot would, costs nothing per query, and it improves as the team adds to it rather than as a vendor puts its prices up.
We selected Kind to help us create a website that truly reflected our mission and values. From the beginning, they were not only professional and attentive, but also genuinely invested in our cause. Their team guided us through every step of the process, ensuring our needs were met while delivering a final product that exceeded our expectations.
