When asked to work with GAEH, our team sought to address certain issues. First, the organization had recently gone through an agency to have their website updated, but were unhappy with some of the results. Second, they needed an awareness campaign to draw in more support from the community to keep up with the rising number of homeless youth in Georgia.
The website redesign was one of my main focuses. The organization did not have a dedicated web editor at the time, so I kept my redesign well within the realm of what the average user could maintain without getting into the style sheet. I changed the palette to a softer, more personal one and did minor tweaks to the menu bar and logo.
The donor side bar widget was added to most page styles to make donation easy and always available without distracting from the page content. Pages were also edited to bring important content higher on the screen. Images and icons are important, but I found that they were heavily distracting from the information.
The team of three that I worked on developed a secondary brand for the campaign as seen here. The design and name seek to make the cause more appealing to the average person. In our research, we noticed that animal-based charities see far, far more support than those aiming to help the homeless. We surveyed donors to the Atlanta Pet Rescue to find why.
Reasons we heard were that the organization made donating very simple, didn't pressure people to donate as much, offered many easy ways to donate goods or time, and people enjoyed the newsletters they received that kept them up to date. In summary, it was simple and painless to donate and the pet rescue kept donors involved in various ways.
We theorized that this kept people more invested and made them feel better about donating. We also theorized that people who enjoyed the pet rescue newsletter probably enjoyed the adorable photos of animals that they got along with it. Our email blast took on the task of keeping donors involved and feeling good about their donations.