For a small nonprofit, the contact record is the CRM. The old page showed everything we knew about a donor. I redesigned it to show what changed, and what to do about it.
The page a fundraiser opens before every call.
Try itSwitch tabs, hover the sparklines, add a to-do, or edit the contact and save.
| Before | After | |
|---|---|---|
| 1 | Global tabs on a personal page. Contacts, Companies, Households and Segments, with "Interactions" selected while viewing Sarah. | Tabs that belong to the person. Profile, interactions, to-dos, fundraising, memberships, volunteering and pipelines, all about Sarah. |
| 2 | Lifetime totals with no time. "$130,000 in donations," but no sign of whether she gave last week or five years ago. | What changed, and when. "$2,420 this month, up 40%," with a 12-month trend that tells a fundraiser it is time to call. |
| 3 | Placeholders and repeats. Six Highlights rows read "Label / Placeholder," two panels carry the same paragraph, and the menu is labeled "Button." | Highlights a fundraiser uses, two clear actions. Household, tags and assignee, plus "To-do" and "Send email." |
Where fundraisers find who to contact next.
Try itFilter by type or assignee, show only hard-bounced emails, or search. Hover "+2" to see hidden tags.
| Before | After | |
|---|---|---|
| 1 | A count that disagrees with itself. "129 Contacts" above pagination that reads "0 of 1." | A count that follows the filters. The heading updates as you narrow the list. |
| 2 | One click from deleting a tag. Every row carries removable "Tag Name ×" chips. | Read-only tags with overflow. One tag shown, the rest behind "+2." Editing lives on the record. |
| 3 | Nothing to scan by. No status, no filters, empty assignee avatars; every row looks the same. | Filters in plain words and a deliverability status. "Hard bounced" warns you before you write the email. |
Screens from the shipped product, with the sample data replaced by realistic examples.
Owning the gaps in my own design is part of the work.
| In my design | Next step | |
|---|---|---|
| 1 | Template copy and casing. "Track, Manage And Forecast Your Customers And Orders" is e-commerce kit copy in Title Case, and emails were Title Cased too. | Write for fundraisers, and never restyle data. Fixed in the demo. |
| 2 | Red for a volunteering dip. A 10% drop in hours shown in alarm red reads as failure. | Neutral color with seasonal context: the same month last year. |
| 3 | "Interactions" lists people. The tab shows names, emails and phones. | A timeline of touches: calls, emails, gifts and events. |
| 4 | A database ID in Highlights. Noise for a fundraiser. | Move it to a Details drawer for the admins who need it. |
It shipped in 2024. Without the post-launch numbers, these are the measures I’d hold it to.
| Measure | How | Target |
|---|---|---|
| Find a donor's most recent gift | Timed task, old record against new | Under 5 seconds |
| Record visits that end in an action | Share of visits with a call, email or to-do logged | Up from the old page's baseline |
| Emails sent to hard-bounced addresses | Bounce reports before and after launch | Down |