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
HEADLINE:
- 3 balanced lines: 'Turn I'll donate' / 'into money' / 'in the bank.'
- Removed that orphaned 'money' on its own line
- <br className='hidden lg:block'> controls breaks on desktop only
IMAGE:
- Hero container: max-w-5xl -> max-w-7xl (image 25% wider)
- Stat strip widened to match
- Much more of the gala scene visible, phone prominent
DEPLOY SPEED (deploy.sh):
- Persistent /opt/pnpl/ build dir (no temp dir creation/deletion)
- BuildKit with cache mounts (npm + .next/cache)
- No more docker builder prune / docker rmi (preserves cache!)
- Installed docker-buildx v0.31.1 on server
- Before: ~245s (4+ min) After: ~29s (cached) / ~136s (first)
- Use: cd pledge-now-pay-later && bash deploy.sh
