United Way Greater Cincinnati
- INDUSTRY
Nonprofit
- NO. OF EMPLOYEES
50-200
- TIMELINE
12-14 Weeks
- PRODUCTS & SERVICES
Website, Messaging, Content Strategy, Copywriting, SEO
- Visit Live Website
Supporting a historic nonprofit as it orients itself for new growth is complicated, especially when it serves numerous audiences and demographics.
For United Way Greater Cincinnati, one of the largest non-profits in the Cincinnati area, refreshing their website meant detangling their messaging and breathing new life into their visual design.
USDP was tasked with designing and building a new website reflective of United Way Worldwide’s updated brand direction, while still having its own unique voice.
APPROACH
Identify Key Challenges
USDP identified four essentials needs for United Way Greater Cincinnati’s new site: 1.) Refine the messaging and branding to be uncomplicated and focused on self-service. 2.) Emphasize UWGC’s impact to generate leads and steward individuals through the pipeline. 3.) Create a consolidated value proposition to clearly highly what differentiates United Way from other nonprofits. 4.) Create a website that appeals to the diversity of United Ways many audiences: donors, volunteers, advocates, and people in need.
Solution
Defining User Journey and Language
USDP collaborated closely with the UWGC team to gain a deeper understanding of their main offerings and the target audiences for each. Our content strategy team created defined user journeys to inform the design and development phases. The end result was a website with clear high-level navigation and actionable goals for each user journey.
Impact
A space for a more unified community
The new website establishes a platform for United Way Greater Cincinnati to grow on. It captures the essence of the United Way brand while still standing out as a unique entity, clearly distinct from the worldwide organization. The new site allows the company to communicate more effectively with donors, potential partners, volunteers, and those in need.
Work