A well-designed website is one of the most powerful tools a mission-driven organisation has.
Not just to communicate what it does – but to advance what it exists to achieve. Through our Impact Experience (IX) design methodology, we build digital platforms that move people from passive observers to active participants.
2025 was a significant year for how we think and talk about that methodology. We arrived at a clearer, more complete articulation of what IX is and how it works, and began developing tools to share it more widely. We also made meaningful progress on our commitment to building websites that are as responsible in their environmental footprint as they are in their purpose.
Sustainable development goals
Much of our partners’ work is cross-cutting across global systems, meaning we contribute to all 17 of the UN Sustainability Goals (SDGs) through our partnerships. But this year we worked on projects with a specific focus on the following:
SDG 5Gender equality
SDG 8Decent Work and economic growth
SDG 9Industry, Innovation and Infrastructure
SDG 10Reduced inequalities
SDG 17Partnerships for the goals
2025 highlights
One of the most significant developments of 2025 was the maturing of our IX design methodology. Previously a set of principles pointing in the right direction, this year we arrived at a true articulation of what IX is, why it matters, and how it relates to established practices such as User Experience (UX) and human-centred design. It’s the result of sustained research, strategy workshops, and board meetings, and underpins everything we do.
We developed a Website Impact Scorecard – an assessment designed to help mission-driven organisations explore how well their website is supporting their impact goals. We trialled it with our partners, made valuable learnings, and refined it accordingly. The updated version is due for release to our partners and the wider community in Spring/Summer 2026, framed around our five Impact Experience design principles.
In 2024 we set a goal to ensure all websites we work on are carbon neutral. This year we made meaningful progress. We deepened our partnership with Digital Carbon Online (DCO) – building carbon verification into our project proposals as standard, making it an opt-out rather than an opt-in. Three of our sites now rank in DCO’s top 50 lowest-carbon websites.
We also migrated our full portfolio to Krystal – the UK’s largest independent web hosting provider and the world’s first B Corp-certified web host – meaning all our sites are now hosted on UK-based servers powered by renewable energy, verified by the Green Web Foundation.
Plans for the future
What is ‘impact’, and how do we measure it? It’s not a simple question to answer. But within the context of our digital projects, we need a better system for identifying, tracking and evidencing the positive, material change our work creates – one that goes beyond output and speaks to genuine outcomes.
We set this goal in 2024 and, while climate action has touched our work through volunteering and partnerships, we didn’t land a project directly targeting SDG 13. That commitment still stands. We’ll make renewed efforts in 2026 to partner on at least one project with climate action at its core.
Meeting WCAG 2.1 AA accessibility standards on all websites we design and build remains a long-term commitment. We’ve made progress in this area, notably opting to avoid the use of overlays – these apply surface-level JavaScript fixes rather than addressing underlying code, and can interfere with users’ own assistive technology. To go further in the year ahead, we want to engage with an external accessibility consultant to help us establish best practice.
