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.
Microinteractions
Microinteractions are subtle site animations enhancing engagement. They include triggers, rules, feedback, and sometimes loops/modes. Practical uses: improving engagement, guiding user behavior. Well-designed microinteractions boost user engagement and your online presence.
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