Death Penalty Project
The Death Penalty Project (DPP) is a global charity led by experts working to protect the rights of people facing death sentences and to promote fairer criminal justice systems worldwide. While it has played a key role in abolishing the mandatory death penalty in 13 countries, executions are rising globally – making its work more urgent than ever.
To strengthen its voice and extend its impact, the charity has invested in a new brand identity. We were proud to support this next chapter by delivering a new website alongside a fully integrated Beacon CRM – bringing together powerful storytelling, supporter engagement, and data capture to drive long-term impact at a global scale.
Our approach
1. Discovery and alignment
We began with a collaborative UX workshop, bringing together key stakeholders to explore audience needs, content priorities and user journeys. Alongside this, we considered how supporter data would be captured and used, ensuring early alignment between the website experience and CRM strategy.
2. Structuring the experience
Using insights from the workshop and existing analytics, we developed a clear, scalable sitemap designed around key user journeys. We also mapped how different touchpoints – such as donations, sign-ups and enquiries – would feed into DPP’s selected CRM system, Beacon CRM.
3. Shaping user journeys
We translated the structure into wireframes for key pages, carefully positioning calls to action and conversion points. Each journey was designed not just for usability, but to capture meaningful supporter data and create a seamless flow into the CRM.
4. Designing the interface
Building on the refreshed brand, we created a clean, accessible and mobile-first design system. The design balanced clarity and engagement, with a strong emphasis on guiding users towards key actions that support both awareness and fundraising goals.
5. Development and CRM integration
We delivered a flexible WordPress website fully integrated with Beacon CRM, ensuring that all supporter interactions – from donations to form submissions – were captured and structured effectively. We also implemented Fundraise Up as a donation platform, integrated with Beacon, combining strong user experience with powerful conversion optimisation and data tracking.
Launch and long-term value
Following the launch, we have configured analytics, supported content migration and delivered training across both the website and Beacon CRM. This ensures the team can manage content, and also leverage supporter data – enabling a more joined-up, insight-driven approach to digital marketing and fundraising.
Results
- A compelling visual presence that communicates DPP’s impact with clarity, professionalism, and authority
- An intuitive user experience shaped by data and audience insight
- Streamlined user journeys with clear, goal-oriented calls to action
- High-performing, flexible donation forms designed to maximise conversions
- Integrated CRM configuration to improve admin efficiency and enhance data quality
- A scalable, future-ready platform that balances performance, security, flexibility, and ease of management while bringing the DPP brand to life
Working with the Eyes Down Digital team was seamless from proposal through to delivery. After identifying several foundational projects needed to strengthen our organisation’s digital infrastructure and support our Communications and Fundraising ambitions, we selected EDD to deliver two closely integrated pieces of work: the implementation of our first CRM, Beacon, and the redevelopment of our website.
The team demonstrated an excellent understanding of our aims and how best to achieve them. In particular, they showed strong insight into the practical challenges and capacity constraints that small organisations often face, and were incredibly proactive in developing thoughtful, effective solutions. One of EDD’s key strengths was their recognition that small teams bring a wide mix of skills and experience. Stuart and the team were exceptional in inviting everyone in, ensuring that the whole team involved could understand all aspects of the project. There was no unnecessary jargon; instead, we were invited to understand all aspects of the project and ask any questions needed. All sessions and solutions were delivered with accessibility and long-term sustainability firmly in mind.
The Eyes Down team were some of the best collaborators I have worked with on a project of this scale – they were consistently patient, flexible, and bringing a genuinely valuable can‑do attitude to every phase. Despite the size and complexity of the work, the process remained calm, well managed and achievable.
