Extreme Web Makeover II: The Good People Fund

The Good People Fund (GPF) is a wonderful philanthropy that supports small to mid-sized, grassroots non-profits that are finding creative, hands-on ways to help alleviate poverty, hunger, social isolation, homelessness and more in their home communities.

I should know. I’m on their Board of Trustees. I’ve also been helping GPF redo their website, which needed a major overhaul to better represent the organization’s great work. We just went live with the new site last week, which is already starting to generate more traffic and donations.

Here’s the back story:

Founded in 2008 when its predecessor foundation closed doors, GPF has been growing steadily for the past four years, carefully screening, mentoring and supporting non-profits in Israel and the U.S. that meet its criteria of low overhead and highly effective programming. The organization created a website soon after it went into operation in order to have an online presence.

The site served its purpose, providing a basic explanation of the philanthropy’s mission and vision, listing information about leadership and financials, providing links to grantee’s websites, and sharing heart-felt stories about how people benefited from GPF grants through the Tzedakah Diaries, written by Executive Director Naomi Eisenberger. The site had a form for online donations and educational materials for families and Jewish educators.

So far, so good. But as GPF grew, the site needed work. The Board agreed that there were several major issues:

  • Upgrade the website’s amateur design with a friendly, professional image.
  • Update content to better explain GPF’s mission and focus, as well as the value-added of giving to GPF (screening, mentoring, matching donors to grantees).
  • Explain the work of grantees, replacing links to their websites (which drew traffic and potential donations from GPF’s site) with clear and compelling descriptions of their work.
  • Convert the Tzedakah Diaries to a subscription-based blog, distributed via social media as well as email.
  • Create user-friendly navigation and add graphic images and videos to enhance the user experience.
  • Ensure that the Donations call-to-action has a prominent place on the site, on every page.
  • Improve search optimization.

Working with the Board, Naomi, a wonderful designer who prefers to keep his contribution to the project anonymous, and Ed Booth of Insight
Dezign, I directed the site upgrade. I came up with a new tag line, “Small actions, huge impacts,” which our designer incorporated into a beautiful new logo that expresses the global nature of our work as well as GPF’s Jewish roots. He adapted the green and blue color scheme of the original logo and created an upbeat design for the website that alludes to earth and sky, and to the Jewish art form of paper-cutting. The text is set in Verdana, a clean, web-friendly typeface, and titles are in Mrs. Eaves, adding a touch of sophistication.

Naomi and I spent many hours writing and rewriting content for the site. Much of the program description text was adapted from GPF’s Annual Report, revised for the web to make it easy to skim. I wrote all of the key marketing content for the homepage, and revised the Mission, Vision and Overview with input from Naomi and the Board. We reviewed all of the text from the old site, tweaking and tightening for readability. I conducted keyword research that guided my creation of search-optimized, branded urls for each page, as well as site content.

Naomi collected images for many of the grantees, and we added videos that were created by editing and repurposing existing footage, thanks to Eli Katzoff of Stormport Productions.

Ed worked wonders with all of the design direction, executing many rounds of refinements with equanimity and attention to detail. He tied the site into the original back end of the old website, which was a key criteria for the project’s success.

Now we are working with Ross Plotkin, Head of Paid Search for Kahena Digital Marketing, to enhance search with Google AdWords. Thanks to Ross, GPF received a Google Grant for an AdWord campaign that has already begun to generate more donations.

It’s been a huge project that has stretched over many months, but the Board is thrilled with the results, and we look forward to growing our donor base, enabling GPF to help support even more worthy endeavors.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your good work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

 

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