Description

Web strategy and development

Project Summary

With Fruition's help, the client set key objectives for the site: improved fund-raising success, more timely and less time-consuming site updates, improved access to key content and improved brand awareness.Fruition delivered a solution that eliminated content update bottlenecks, sped content updates, offered two clicks to all key content and improved fund-raising success by nearly 10 times.

The challenge

The client -- twin organizations, one mandated for grant giving, the other responsible for fund-raising -- had long struggled with an outdated Web site that under-performed in terms of online fund-raising, that contributed to confusion about the identity of the Council (grant making) vs the Foundation (fund raising) and that required all content updates do be funneled through a single person.

Core content about client programs was nearly impossible to find, increasing staff workloads as grants applicants and partners picked up the phone rather than going online. And an amateurish and outdated look and feel damaged the organizations' credibility with prospective funders and partners.

The approach

Fruition worked with client stakeholders to understand the organization's long-term strategic objectives and plans, to establish and prioritize objectives for the site and to analyze the gaps between where they were and where they needed to go.

From there, Fruition provided an action plan that made recommendations about the site's technology, content, structure, management processes, and marketing. Fruition also provided wireframes that mapped the site's navigation and key messages for the client's branding consultants to translate into a visual site design.

With a visual design created by the client's branding consultant, Fruition implemented a Web-based Content Management System (CMS) as well as analytics systems to track the effectiveness of fund-raising and other calls to action as well as the performance of the site overall.

Working in two-week cycles, Fruition was able to continuously gather and respond to client feedback over the life of the project to make sure the project stayed on track with the client's needs and to prioritize work to make sure that tight deadlines were met.

The outcomes

• On-time and on-budget launch
• 10x increase in online fund-raising dollars generated
• Content publishing bottlenecks eliminated
• Task time for content entry reduced
• 3 or fewer clicks to all site content

Services Provided

Interactive strategy. User Experience (UX) design, technical development, analytics and measurement