I imagine that this website had a lot of moving parts to it when AFM was trying to organize it. They struck a good balance of telling stories to get you interested in where and what they are doing (which looks to be a lot), and made sure that their specific calls to action are pretty clear: donate / become a missionary.
Understanding Mental Models for Better Web Design Practices
How can understanding mental models transform your web design process? These cognitive blueprints shape perceptions and decisions, leading to intuitive, user-centered designs.
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