International Needs supports indigenous work by empowering leaders and providing resources to families and their community around the globe. The organization has made a great impact since 1974, but in recent years, their donations have been down. IN came to us to freshen up their marketing site and to provide an experience that is more focused, impactful and one that inspires to donate.
The previous International Needs site was very content heavy which lead to visitors feels uninspired and unclear on the organization’s mission. We conducted surveys on IN’s existing site to dive deeper into why donors donate or why they leave the site without donation. The number one response, donors wanted to see exactly where their donations are going and what impact it will make. Concluding the results, we worked through content strategy with IN to clean up their copy, create smaller, digestible, pieces of information, and provide transparency to donors on their donations. We displayed what their money can do, where efforts have been spent and allowing them to decide which effort they wanted to donate towards.
Aside from polishing up copy, refining, and staying very intentional, IN felt their branding was dated and they wanted a refresh. We lead a Design Workshop to gain insight on their vision for the new tone and voice of the organization. Together, we worked through design concepts and landed on a warm palette that evokes emotion paired with a bold font to represent the organization’s strength and focus.