PERSONA OVERHAUL:
- Personas now defined by WHAT THEY DID, not job titles
- 'Charity Manager' -> 'You organized the dinner'
- 'Personal Fundraiser' -> 'You shared the link'
- 'Volunteer' -> 'You were on the ground'
- 'Organisation/Programme Manager' -> 'You claim the Gift Aid'
SECTION HEADING:
- Brand core insight: 'People don't break promises. Systems do.'
- Eyebrow: 'THE PLEDGE GAP'
- Sub: 'We built the missing system between I'll donate and the money arriving.'
PAIN STATS (visual anchors):
- £50,000 pledged / £22,000 collected (the gap)
- 23 said I'll donate / 8 actually did
- 40 pledges collected / 0 updates received
- 200 rows, 47 typos / 6 hours every quarter
COPY: Emotionally precise, tells each persona's specific story
PHOTOGRAPHY (4 cinematic moment shots):
- Dinner aftermath: empty table with lone pledge card, chandeliers
- Phone: hands on WhatsApp at kitchen table, warm light
- Volunteer: seen from behind, walking between gala tables with cards
- Desk still life: laptop spreadsheet, papers, tea, window light
- All 2:1 wide aspect, 2.7MB -> 260KB optimized
- Remove FPX payment rail entirely (Malaysian, not UK)
- Add volunteer portal (/v/[code]) with live pledge tracking
- Add public event page (/e/[slug]) with progress bar + social proof
- Add fundraiser leaderboard (/dashboard/events/[id]/leaderboard)
- Add WhatsApp share buttons on confirmation, bank instructions, volunteer view
- Enhanced Gift Aid UX with +25% bonus display and HMRC declaration text
- Gift Aid report export (HMRC-ready CSV filter)
- Volunteer view link + WhatsApp share on QR code cards
- Updated home page: 4 personas, 3 UK payment rails, 8 features
- Public event API endpoint with privacy-safe donor name truncation
- Volunteer API with stats, conversion rate, auto-refresh
