Using Content and Design to Bolster Higher-ed Fundraising
To help the University of Arizona Foundation continue to support its namesake institution, we designed a site that enables the foundation to connect with new and existing donors alike.
The UA Foundation does important work, with 71 percent of the university’s budget coming from private gifts and research contracts. But their website was dated and provided a poor user experience for donors, so we set out to design a site that would both speak to their existing donor audience and attract a new generation of support. Here’s how:
We leveraged the homepage as a tool to excite and inspire potential donors. Because the homepage is often a first impression for prospective donors (and an online destination for existing donors), we designed a homepage meant to connect with visitors right away, showcasing new ways to get involved and support exciting developments at the UA.
We created initiative- and category-specific pages. Because fundraising efforts are often needed for individual initiatives or campaigns, we designed a readymade landing page template for UAF to have on hand to highlight the importance of the work taking place and the ways that donors can have an immediate impact.
We employed the power of storytelling. In an effort to offer donors a rich mosaic of the many ways their gifts are used to give students a world-class education, from transformational research to bold, new university-wide initiatives, we designed an interactive, sortable content hub. Stories allows website visitors to explore an ever-growing collection of articles that highlight how a donation becomes a life-changing opportunity.
We incorporated ways to make existing donors feel appreciated. To validate the work that current donors do by sharing the stories of who they are, why they give and how they’ve made a difference through their donations, we incorporated an interactive “ticker” near the footer that highlights donor names, the name of the fund and the reason they give.