The Client
The Navy Marine Corps PROUD Foundation (NMCPF) is a nonprofit that provides financial and in-kind support to San Diego County’s Navy Marine Corps Relief Society programs and local active-duty Sailors, Marines, Veterans, Retirees and their families. NMCPF reached out to us when their website crashed just weeks before their annual fundraising event. We jumped into action and quickly developed a two part solution.
1. The show must go on
Our team worked quickly on providing a 48 hour turn around to fix existing bugs on their website as well as updating their campaign content. We ensured that ticket purchases and donations would be processed securely and that the landing page would be shareable for promotional needs.
2. Planning for the future
After the campaign concluded we moved toward the development of a new custom website with branding content to support the organization’s mission and goals. We conducted an existing site audit, team interviews, and industry research to highlight opportunities for our strategy.
The Plan
We began by improving NMCPF’s searchability by minimizing their lengthy URL to a shortened version that was easier to Google search and share with others. Additionally, we created a template with a simplified link tree providing visitors an easy way to navigate the landscape of the website. Our industry research helped to identify the imagery and written content that would best support the organization’s mission. We focused on developing familiar imagery of San Diego as well as copywriting immersive key elements to capture the need that NMCPF is fulfilling for San Diego’s local military community.
Driving Donations
A crucial focus of our development stage was the donations page. We wanted to create a platform that was slick, fluid, and secure to process high donation amounts. The client was already using PayPal and they wanted to continue leveraging the platform to receive donations. We constructed an integration point between the client’s website and PayPal in order to pre-fill the most common donation amounts and create a clear call to action.
The Results
We tied all of these elements together to create a secure, yet alluring, site that leverages emotional content. A major focus of the project was to bring forward the personality and mission of the organization. We did this through the use of team photos, personal testimonials, and a letter from the foundation’s President.
Tanita and her team were a pleasure to work with in creating a campaign for our annual fundraiser and the updated NMCPF website! They were personable, efficient and very knowledgeable. Thanks for helping make our event a success.
Jeanie Spies
2019 NMCPF President