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.
How CX (Customer Experience) Can Combat Customer Churn
A seamless customer experience (CX) can reduce churn and boost retention. Discover essential design strategies that transform frustrating user journeys into engaging, personalized experiences that build loyalty and trust.
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