American Kidney Fund (AKF) provides a wealth of information, training and direct financial support to people living with kidney failure. As their organization grew, leadership recognized that their website design and content structure was preventing visitors from easily accessing the organization’s digital resources. That realization began an 18-month journey to re-imagine American Kidney Fund’s online presence.  They wanted to use modern website and online engagement best practices combined with the latest in user testing technology in order to bring a whole new experience to their supporters.

A Collaborative Path To Success

Following an extensive, in-depth discovery phase that drew on the expertise of multiple nonprofit digital experts, AKF defined three core goals for their new website – it should present the organization’s mission clearly, designed and developed to be fully responsive (allowing supporters and advocates to take action on tablets and phones), and information would be easy to find.  We used the Luminate CMS to create an entirely new digital experience that’s as effective as it is attractive.

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Myron De Melo, Associate Director of Marketing:

Our experience with Firefly designing and developing our new responsive website was outstanding from start to finish. Despite unexpected hurdles, the Firefly team remained dedicated to helping us meet our deadline and the end product is a beautiful, intuitive site that effectively communicates our lifesaving mission. Our audience loves it!

One Form = Increased Donations

Because AKF wanted to provide an innovative donor experience, Firefly provided several custom solutions to streamline the giving process and completely re-imagined the donation flow.  On the back end, we leveraged custom CSS and Javascript to build four separate forms that recorded transactions separately to maintain the integrity of their Razor’s Edge and Luminate Online data systems. And what about the front end? Users see a modern, multi-use form with one-time, monthly and honor gifts on a single page. It tested high in supporter usability and succeeded in lowering abandonment rates (and boosting American Kind Fund’s supporter happiness rate to boot).

Thoughtful Planning Gets Spectacular Results

Making the right choices for their supporters and users was of paramount importance to American Kidney Fund. From day one, it was clear that there would be no need to skip the strategy or hustle to a rapid launch. Prototyping, testing, analysis and refinement would be the best path to success. We love this approach!  Thank goodness we work virtually – the team at AKF might have gotten a bear hug.

Firefly developed a project plan that provided time for wrapping each phase with the full project team.  We used this time to review the work that had been done, confirm the decisions that had been made, and refine our plan for the next phase. AKF was committed to including their internal stakeholders, resulting in a new website that used ideas and perspective from all areas of the organization.

Colleen Campbell, Senior Project Manager:

American Kidney Fund truly understands how important their website is as a tool to accomplish their mission. They put immense effort into creating a website that is beautiful, engaging, and presents information in an easy-to-find way. It was great to work with a team that understands the value of committing time and resources to designing and building a website the right way. The AKF team was equally invested in validating assumptions through user testing, and tracking their results with advanced SEO and Google Analytics configurations.

May We Suggest A New Responsive Website?

If your organization is losing visits, supporters and donations, the root cause might just be your website.  Visitors expect a responsive, personal and easy to use experience, whether they are viewing your site on an old Gateway PC or an Apple Watch.  (That’s the same thing you expect, isn’t it?)  It is time to get serious about catching up!  Let the experts at Firefly deliver a fresh new site that your supporters will love and your staff can maintain without being programming geniuses.   Contact Us.

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