Helping a non-profit reach those in need
The Challenge: Non-profits often struggle to present information clearly to different categories of visitors: from donors to potential volunteers to people who need help from the organization. It can be hard for new visitors to find the right information quickly between the services offered and opportunities and events for people with different relationships to the organization. Our client also wanted to attract more volunteers, and to be able to update their site more easily with news about events, videos and success stories.
Our Approach: To bring clarity to the messages that would have prominence on the site, we first engaged Catholic Charities, Diocese of Trenton in a rapid brand discovery exercise. Armed with these results, we reworked the visual brand identity and aligned the core messaging. Then we turned our attention to the website, reorganizing content and refining the services offered into three main sectors. The homepage was designed with two clear calls to action: Find Help and Donate.
The Result: The new website is modern and uncluttered, and can be viewed equally well on mobile devices and tablets. The site uses WordPress, so staff resources can make most of the updates easily. SEO-optimized page content helps visitors find what they are looking for directly from search engines, and well-targeted ads direct traffic from appropriate geographic areas. The new site is being successfully used to attract more volunteers, donors, and clients, and we work with them monthly to monitor their Google Analytics and find ways to improve the site. Have a look: www.catholiccharitiestrenton.org