Case Study

ArcStone redesigned VEAP’s website with donation-focused UX, boosting donor engagement for this food security organization.

VEAP (Volunteers Enlisted to Assist People) is a Bloomington-based food shelf and community service organization that has been fighting hunger and poverty in the south metro for over 40 years. Founded with a mission to address food insecurity at the community level, VEAP has grown from a grassroots volunteer effort into a cornerstone organization serving families across the Twin Cities southern suburbs.

VEAP provides emergency food assistance, supportive services, and community programming while operating one of the largest food shelves in Minnesota. Their comprehensive approach combines direct food distribution with wraparound services, educational programs, and community partnerships that address the root causes of hunger and poverty in their service area.

Our Role

WordPress Redesign & Development
Donation-Focused UX Design
Visual Storytelling Enhancement
Content Strategy Development
Call-to-Action Optimization
Donor Journey Mapping
Engagement Analytics Implementation

The Challenge:

VEAP’s website suffered from weak donor-focused user experience, pages that lacked visual engagement, and low donation conversion rates. The outdated storytelling structure didn’t effectively communicate VEAP’s community impact or create compelling experiences for potential donors.

The platform needed to better serve both families seeking food assistance and supporters wanting to contribute to hunger relief efforts. Without clear pathways for different audiences and limited visual appeal, the site was failing to maximize both service delivery and fundraising potential during a time of increasing community need.

Photo of the VEAP website displayed on a laptop screen. The homepage features a group of volunteers standing and smiling in a food pantry surrounded by boxes of produce and supplies. Text below the image reads, “Make a difference in your community. Donate or volunteer today!” The navigation menu includes options like Get Help, Donate, Volunteer, News & Events, About, and Contact.

Our Approach

ArcStone implemented a comprehensive WordPress redesign that prioritized donation conversion and donor engagement. We developed a donation-forward user experience with high-resolution visuals, simplified donation flows, and compelling storytelling that authentically represents VEAP’s community impact.

The new content strategy includes strategic calls-to-action throughout the user journey and enhanced visual design that better communicates the importance and impact of food security work. We focused on creating clear pathways for both donors and families seeking assistance, ensuring the site could effectively serve both audiences.

Our approach centered on visual storytelling that would resonate with potential donors while maintaining dignity and accessibility for families in need. The redesigned platform emphasizes VEAP’s role as a community cornerstone, combining impactful imagery with clear messaging about their food security mission.

Screenshot of a donation appeal from VEAP’s website. On the left, a smiling man lies on the floor beside a happy baby, both looking at each other. On the right, bold text reads: “A recurring gift of $120 a month will feed a family of four all the meals they need for an entire month.” Below, a heading says “Make a donation” with buttons for preset donation amounts: $500, $250, $120, $50, $30, and “Other.”

Reviewing The Results

VEAP now operates a donor-focused website that has measurably increased donation activity and overall site engagement. The enhanced visual storytelling and strategic calls-to-action have significantly improved donor conversion rates while better communicating VEAP’s critical role in south metro food security.

The improved platform serves both families seeking assistance and donors supporting hunger relief more effectively, strengthening VEAP’s capacity to serve their community during a time of increased food insecurity. The redesigned site has become a powerful tool for both service delivery and fundraising, enabling VEAP to expand their impact across the community.