The Challenge
The Alberta Children’s Hospital Foundation is a well-known institute in the province, raising funds to provide life-saving care and breakthrough research. With a long-standing relationship and a previous ACHF website build completed together, we once again partnered to reimagine ACHF’s digital presence in 2021.
A number of factors were critical to the eventual success of the new website. ACHF has numerous stakeholder groups so we needed to speak compellingly to these audiences. With an active and engaged communications team, the website had to be easy to update and collect a variety of data.
The Solution
Key to establishing a solid foundation for the work was a UX deep dive preceding the build. Through a sequence of steps designed to gain a thorough understanding of stakeholder needs and challenges, we arrived at a framework for the site that balanced departmental objectives and overarching themes.
The creative execution was instrumental to the website’s ability to resonate with visitors and convey the messaging convincingly. With a strong brand to work from, we developed a look and feel that embodied the brand pathos of care, compassion and hope.
The site was built on a WordPress platform, integrating with Classy software to handle donor transactions and promote engagement. With a user friendly and intuitive Content Management System (CMS), the modular build gave the client the flexibility and control that was needed.
Key Results
Specific KPIs focused on meeting conversion goals and growing site traffic, as well as increasing the use of the site as the hub for various campaigns and initiatives. Developing more audience touchpoints, conversion opportunities and tailored communications has enabled the desired shifts.
The result? An information-rich website that is up-to-date with new and relevant content, presented in clear and compelling ways. The site invites the visitor to journey through the ways that they can engage with the Foundation, and helps them align with the avenues that are most well suited.
