Mission Visible · for NGOs and nonprofits
Your work is real. Let's make it visible.
An honest, scored audit of how your organisation tells its story, online, in your documents, and inside your own team. With a fix for every gap.
The problem
Most NGOs I meet do brilliant work that nobody online can see.
Not because they're bad at it. Because there is no time, no budget, and nobody whose actual job this is. Here's what I find, over and over:
No working donate button, or bank details buried in an image nobody can copy on a phone.
No faces, no names, no team. An anonymous organisation asking for money.
A mission statement written for a funder, pasted onto a homepage meant for people.
Registration and Section 18A numbers nowhere to be seen, the credential that closes the deal.
Years of impact described in adjectives instead of numbers.
Proposals written alone, at night, from a blank page, every single time.
So the funding goes to an organisation that is not doing better work. Just better-explained work.
What gets assessed
Eight areas, scored out of 100
I go through your website, every social channel you have, and any documents you send me. Then I score you against the same eight things, every time, so the report is consistent, defensible, and specific to you.
Clarity of message
Can a stranger tell what you do in ten seconds?
Credibility & trust
Would someone feel safe giving you money?
Visibility & reach
Can the right people find you at all?
Consistency & cadence
Do you show up reliably, or vanish for months?
Donor conversion
Once someone wants to help, how easily can they?
Storytelling
Does anyone actually feel anything?
Written materials
Do your proposals and reports win the money?
Comms capacity
Can your team sustain any of it?
Plus an AI readiness rating, where your team sits, and what would genuinely help. Rated separately, never scored, because not using AI is not a failing.
What you receive
A report you'll actually use
- A score out of 100, with a grade and an honest summary of where you stand.
- What's already working. Every report opens here. There is always something.
- Specific findings, the actual line on your homepage, the actual date of your last post. Never generic.
- A fix for every finding, with a realistic time estimate. Criticism without a fix is just an insult.
- At least six things you can do this week, free, and I'd rather you did them than hired me.
- A prioritised action plan: this week, this quarter, over time.
- A personal email from me, not an automated send. If you'd like help with what's in it, that's where the conversation starts.
Report within 5 working days
Start your auditStraight to the questionnaire, about 18 minutes. No payment, no account, no card details anywhere. Your report arrives by email, from me personally.
One audit per organisation. This is a couple of hours of real work on your organisation specifically, so it's once each, done properly.
How it works
Four steps
You fill in the questionnaire
About 18 minutes, online, free. Your vision, your channels, your documents, and what's frustrating you.
I go digging
Your site, your socials, your materials, reviewed properly by a person, scored against all eight areas.
Your report arrives
By email, from me, within 5 working days. A score out of 100 and a fix for every finding.
You do the free fixes
At least six cost nothing and take under two hours each. Want help with the rest? Just reply.
Honesty first
Who this is and isn't for
This is for you if
- You're an NGO, nonprofit or purpose-led organisation
- You know your online presence isn't doing you justice
- You'd rather hear the truth than be flattered
- You have someone, even one person, who could act on it
- You're willing to do a few free fixes yourself
This isn't for you if
- You want a done-for-you rebuild, that's a different conversation
- You have no website and no social channels yet; there's nothing to audit
- You want reassurance rather than findings
- Nobody has any capacity to implement anything at all
- You need it tomorrow
Questions
Why is it free? What's the catch?
No catch, but here's the honest answer. It's a couple of hours of my time spent on your organisation specifically, not a form that generates a template. I read your actual homepage, check whether your donate button actually works, and quote your own words back to you. I'm making it free because I'd rather NGOs actually do it than think about it, and because some of you will want help with what the report finds, and that's the work I do for a living. The report is yours either way, and most of its fixes cost nothing.
Why only one audit per organisation?
Because each one is real work, and free doesn't mean unlimited. If your organisation has had its audit and you want a fresh look at what's changed since, email me, that's a conversation worth having and we can talk about what it would look like.
What if my social accounts are private?
Then I can't see them, and I'll say so in the report rather than guess. If you keep accounts private for child protection or survivor confidentiality reasons, that's a legitimate decision and I won't mark you down for it, I'll just note what couldn't be assessed and score around it.
Do I have to send you our documents?
No, it's optional. But if you share a recent funding proposal or funder report, that section of the audit gets far more useful, because most NGO money is won in documents rather than on Instagram. Anything you send is used only for your audit, never shared, and deleted afterwards. Please redact beneficiary names before uploading.
Will the report just tell me I'm doing everything wrong?
No. Every report opens with what's genuinely working, because there always is something, and because a report that's only criticism is useless. Most organisations score in the middle, that's normal and expected. The score measures the gap between your work and how it's presented, not the quality of the work itself.
Who actually does the audit?
I do. I use AI tools to speed up parts of the research and drafting, in the same way I'd recommend you do, but every finding is checked by me before it reaches you, and nothing goes in that I can't personally defend on the call.
Do I need to create an account or give card details?
No. There's no payment, no account and no card field anywhere in this. You fill in the questionnaire, and the only thing I need is a working email address, because that's where your report goes.
What happens after I get the report?
Whatever you want. Most organisations do the free fixes and that's that, and I mean it when I say I'd rather you did them than hired me. If you'd like me to walk you through the report, or help with the parts that take longer, reply to the email it arrived in and we'll take it from there.
Is my information safe?
Yes. I collect only what's needed to do the audit, I don't share it, and I comply with POPIA. You'll be asked separately, and optionally, whether I may use anonymised findings in my own marketing. Your organisation's name is never used without explicit permission.
And if you want help with the rest?
The free fixes in your report are yours to do, and I hope you do them. What takes longer is publishing your impact properly, building a donor journey that keeps people, and posting consistently when there's already far too much to do. That's what I'm for.
See how we could work together