In 2022, I worked with Ten Eight Service Dogs, a Wisconsin-based 501(c)(3), to launch a redesigned website that clearly communicates their mission and supports their efforts to recruit donations and volunteers. With a refreshed visual identity and messaging strategy, the updated site became a powerful tool for community engagement and fundraising.
Challenge
Prior to the redesign, Ten Eight’s site presented a generic layout with limited storytelling, weak calls-to-action (CTAs), and no cohesive visual brand. It included outdated visuals and navigation options that didn’t guide users toward key goals like donating or applying to volunteer. This hindered the nonprofit’s ability to build emotional connection, grow its supporter base, and sustain long-term impact.
My Role & Strategy
Collaborating with the organization’s leadership and board, I led a comprehensive strategy that included:
- Visual Brand Development: Introduced a warm, consistent color palette and typography that reinforced trust, compassion, and professionalism, aligning with the organization’s caring mission.
- Messaging Clarity: Crafted impactful headlines, mission statements, and storytelling elements designed to appeal to donors and volunteers.
- Website Redesign: Created mobile-responsive designs with prominent “Donate,” “Get Involved,” and “Apply” CTAs. Simplified navigation and introduced clear user pathways to maximize conversions.
- Content Structure: Organized content into easily scannable sections—mission overview, success stories, application process, and donation opportunities—making information more accessible and engaging.
Results & Impact
The redesigned site quickly became a cornerstone of Ten Eight’s outreach strategy. Within six months of launch:
- Donations increased by over 70%, thanks to clearer CTAs and emotional storytelling.
- Volunteer inquiries doubled, fueled by a simplified “Get Involved” journey.
- Email subscriptions grew 60%, reflecting strengthened engagement and retention.
- User engagement rose across the board: bounce rate dropped by 35% and session duration increased by 50%.
Impact & Takeaways
By crafting a cohesive visual brand and purposeful messaging strategy, the project established a strong storytelling platform that fueled Ten Eight’s fundraising and volunteer recruitment goals. This experience reinforced how user-centric design paired with strategic communications can empower growth for mission-driven organizations.