How do you bring an alumni relations-focused site, a giving-focused site and a brand-new campaign site together? That was the challenge Tufts University presented us with, and we were thrilled to tackle it.
Tufts University was looking for big change. They were planning a new $1.5 billion comprehensive campaign that would be the largest fundraising initiative in the school’s history, which would, of course, need a website. At the same time, they wanted to improve their existing websites for both alumni and regular year-round donors.
Tufts wanted to bring together alumni and giving in a single site that would streamline user experience and present giving as one of many ways that alumni and friends could engage with the university. Combining the separate sites into one cohesive digital experience would introduce alumni and donors to a dedicated and engaged community that cares deeply about supporting the university, and expose prospective donors to impact stories and various giving opportunities.
The newly combined site would also strategically link to a complementary microsite showcasing the priorities of the campaign.
Discovery and Strategy
To succeed, we needed to plan the site based on target audience needs, not an organizational chart — particularly since this site was combining the digital presence of two distinct departments. We also needed to build consensus among those departments around the internal and external goals for the site.
To get everyone aligned, we led workshops at Tufts that brought together stakeholders from different areas on campus, including alumni relations representatives from different schools, capital campaign representatives, the president of the alumni association, annual giving and major gifts officers, and staff members from marketing and communications. By sharing different perspectives and discussing audiences’ needs, we worked to establish common goals for the combined site.