HOPE International Site Architecture & Redesign

Challenge:

HOPE International, a Christian microfinance organization, approached is7 with goals to revitalize their homepage and site. The goal was to reflect their mission and vision in a way that would differentiate HOPE from other microfinance groups.

It was HOPE’s intention to inspire visitors to donate to the organization, but more importantly, become lasting supporters of the cause.

The organization anticipated seeing a 100% growth rate during December, after the site had undergone a facelift. HOPE further aimed to couple the site’s re-launch with offline efforts, placing representatives in the field to spread the message of HOPE.

Solution:

Working closely with HOPE’s marketing team, is7 developed a compelling design and distinctive environment that defined the brand.

Special attention was paid to developing a strategic plan for gaining email addresses both on the homepage, and throughout the site. In addition to placing acquisition forms in key areas, is7 also displayed video in a manner that could easily be spread virally and utilized to garner email addresses and drive individuals back to the site.

Results:

After launching the new design for the homepage incorporating a more streamlined version of the site architecture in November of 2008, December’s giving went up 216% from December of 2007.

Moreover, the database experienced a growth rate of 27% in less than 2 months after the site’s re-launch.

Multi-channel marketing proved to be a winning solution for HOPE, producing a growth rate of over 250% in the first non-holiday giving month of the season.