Over the past several years, I've been excited to watch HelpUsAdopt.org grow as a charity. I've been the designer/webmaster of the site since it's inception, and over the years, we've added functionality for mailing lists, purchases, donations, and online event registration.
Some of the design changes have helped to drive traffic to the right pages, and as HelpUsAdopt capitalizes on good press, the design is ready to take users to the top four pages; Purchase, Events, Application and Frequently Asked Questions. People are here to offer charitable help or ask for help, so the design must communicate those things.
We must also establish that the organization is professional and credible, which we do through the choice of features on the Home Page and a clean user experience.
The metrics for HelpUsAdopt prove that these improvements are working.