Overview
Mwanzo asked for a new content strategy that would help grow their audience and increase donations.
Our strategy focused on building a shared identity between the organization and its donors. We also focused on a number of ways the organization can encourage the desired behavior on different page types.
Project Goal
Let the Audience Discover who Mwanzo is through its content, design, symbols, and text
Promote Mwanzo’s strengths through its programs
Make opportunities for the audience to respond to calls to action
Create a narrative to help the audience understand
What Mwanzo does
Why it matters
How to help
Problems to Solve
Misalignment of brand and user identities
Absence of guidelines and framework for content creation
Audience uninterest in site content
Lack of desired respond to calls-to-action
Measuring Success
Objective
Attract new donors
Retain donors
KPIs
Donor growth (year-over-year)
Average gift size growth
Donor retention rate
Metrics
The number of new donors (YOY) that’s needed to meet organizational goals
Social media engagement (likes, shares, comments)
Click-through-rate on call to action (CTA) on webpages, social media, newsletters