Concern Worldwide US is a global charitable organization that funds relief and development work across poverty-stricken communities. As their UX Research team, we explored the factors that affect users’ decision to donate using Behavior Analytics and Eye-Tracking studies. Concern Worldwide’s primary audience has been high school students looking for homework help; they wanted to focus on improving their donor base instead. We provided actionable recommendations to optimize their website to build this strong donor base in the United States.