Web sites
Strategy // Technology Selection // Design // Execution
This small international human rights funding organization has had a great deal of
success in fulfilling their mission, awarding over $4million in small grants to assist over
140 grassroots organizations working in desperate conditions around the world.
In early 2005 they had reached a point where they needed a Web site to share information on
their work with funders, grantees and the general public.
In keeping with their philosophy of maintaining a minimal operational overhead, the Fund decided to use external expertise to help determine online priorities and
implement the technology solutions that were best suited to their needs.
Creating the appropriate image was also a primary concern since this organization had not yet established an overall brand approach
and needed to balance the serious nature of their issues with the humanity and hope they seek to empower.
Working with Executive Director Regan Ralph, we identified a set of strategic goals to use as a guide for making resource and
technology decisions. Based on long term organizational priorities, an integrated donor database and communications system was
chosen to extend the impact of online donation collection. The Web site functions as an information vehicle for major funders
and grantees about the Fund's activities. Designed to reduce the time and resources needed to update and provide application information to
potential grantees, it also creates new efficiencies for the nonprofit. An open source content management system with strong multilingual support (Plone)
was implemented to reduce costs and form a solid foundation for "phase 2" development of a fully multilingual site in the near future. Implementation and customization by Brian Gershon of Raging Web LLC.
The look and feel of the site and concurrent marketing efforts needed to be something special to establish the Fund's unique personality
in the minds of the broader community. Using strong photographs by fund staff, grantees and featuring work by photojournalist
Molly Bingham gives voice to the dramatic struggles taking place around the world and demonstrates the Fund's commitment to excellence.
A subdued color palette and simple site structure put the focus where it belongs -- on the organization's fantastic content.
As part of the Fund's current outreach to raise awareness about their grantees and work, a coordinated marketing plan was
developed to announce the Web site and online donations availability, beginning with a targeted email to existing supporters
of the fund inviting them to comment on a sneak preview of the new site. An offline multipurpose postcard was also developed
to offer the fund a useful way to increase brand impact and drive traffic to the site.
Ongoing maintenance and site development are ensuring that the new site will remain a vital part of the Fund's communication
strategy for years to come.
+ enlarge postcard view
- visit site
|
