Challenge

Ronald McDonald House Charities (RMHC) sought a site redesign, one that would meet their branding, functionality, and scalability requirements. Additional software integration was needed for online donation and third-party content components. A new site, along with digital communications, needed to engage donors and show them opportunities to support the charity in a number of ways.

Strategy

Acknowledge current donors, increase the emotional connection and relationship between RMHC and their donors, and better communicate the RMHC values to all site visitors.

Creative and Execution

The new design offers the same feeling one gets when walking into a Ronald McDonald House – one of warmth and openness, and filled with the faces of children and their families. An improved information architecture makes it easier for users to find the information their looking for, whether it’s as a donor, volunteer, or family in need of services.

A monthly e-newsletter was also redesigned to complement the site. The registration for it, along with the online community is now streamlined and more visible. And third-party online donation software was also updated, along with the build to track metrics and analytics.

Results

Initial results show some strong improvements in overall site engagement, length and depth of visit.

• Average pages viewed per visit up 13.9%
• Average time on site up 8.9%
• Homepage exit rate down 28.8%
• Homepage bounce rate down 30.5%
• Overall site bounce rate down 22.5%

 

« Previous | All Projects | Next »