Attracting corporate sponsors with an enticing and easy-to-read webpage.
Overview
Corporate social responsibility representatives need a quick and easy way to determine if a nonprofit or campaign qualifies for their corporate sponsorship.
Constraints
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Solo UX Designer
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The campaign has a limited track record of success because it is new
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No engineering team- must be implemented with Elementor on WordPress
Timeline
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5hrs/week for 5 months
Platform
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Responsive website
My Roles & Tasks
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Competitive & Comparative Analysis
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Contextual Inquiries
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User Interviews
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User Persona
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Content Prioritization
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Wireframe
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UX Writing & Editing
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Mockup
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Prototype
Tools
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Adobe XD
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Zoom
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Google Suite​
Team
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Campaign founder
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Campaign Brand manager
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Sponsorship board
Research & Discovery
Competitive Analysis
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Nonprofits all display and market for sponsorship differently
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There were no apparent standards or best practices among education-based causes
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Many successful nonprofits listed each sponsor involved in their cause
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Many pages simply listed an email to get in touch with the nonprofit or campaign
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Some websites had a single page with the many different ways someone could give to the organization, including individuals or businesses.
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Each organization put its sponsorship navigation under different menu items.
Important info for CSR Representatives
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Mission alignment
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Tax-Exempt Status (to align with corporations' sponsorship policies)
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First Impressions & Communication
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Digital Presence (website, videos, diversity, donations online)
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Social Media Presence
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Nonprofit ratings from independent resources (GuideStar, Charity Navigator, etc.)
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Reputation, Leadership & Board
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Employee Involvement opportunities
User Interviews
“All of our partnerships began with us reaching out to nonprofits that we thought were in alignment with our giving pillars and that we thought there would be mutual benefit.”
“Financial transparency is really important if you plan to be a long-lived nonprofit.”
3 Corporate Social Responsibility Professionals
30 mins interviews
“The majority of corporate funders that I work with are looking for 501c3 tax-exempt organizations.”
Define & Synthesis
User Persona
Andrew Kline
The Strategic Philanthropist
Andrew needs a quick way to find financial information, impact statements, media presence, and personnel connections on a nonprofits' website so that he can make an informed decision about potential sponsorship and partnership with the organization.
Goals
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Support great causes
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Build mutually beneficial partnerships
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To be engaged with the community
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Find an organization that will proudly share their sponsor's involvement
Needs
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Mission alignment
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Strategic Partnerships
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Find a financially responsible organization
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ROI for his corporation
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Tax benefits
Content Priorities
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Campaign Values
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Business Benefits
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Benefits for Business Employees
4. Campaign Impact
5. Leadership & Board affiliations
6. Financials
Design
Image: current menu
Menu Change: Removed the button look of resources & made donate a CTA instead to increase individual donations by allowing the donate CTA to draw the user's attention.
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In the menu, “Sponsorship” stands out (larger font size and darker color) to help users know they are on the sponsorship page.
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The banner has been lowered for easier accessibility and improved readability.
Campaign Values: The user interviews uncovered that the most significant factor for sponsorship was the alignment of values and causes.
Contact Form utilizes UX best practices by labeling the form fields below the textbox and giving an example in the box that will disappear when the user begins typing.
Benefits for the business & their employees is early on the page because we want to draw in sponsor to see how a partnership would further their own business needs and goals (inspired by Dale Carnegie's approach).
​Campaign Impact: CSR reps want to know that their money and support will positively impact the community. Businesses want to be sure there is a benefit because of their expenditure.
EQuip Personel & Expertise: This was a more subtle takeaway from the interviews. We all know you get ahead in the world with help from networking. If a strategic person on the board could influence the corporation, the CSR rep is more prone to move forward with a potential partner.
Finances: As stated earlier, a corporation wants to know that its contributions will be used wisely and responsibly.
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Ideally, this section would have the campaigns 990's and other pertinent financial information that is public knowledge due to nonprofit status regulations. However, since EQuip our kids! is a new campaign, this information does not exist yet.
Note about the Call to Actions (CTAs): the "More..." buttons allow the initial text to be more scannable by removing heavy text blocks.
"Let's Talk" CTAs are a solid color to draw the user's attention. We want the users to take this action to get in contact with EQuip to become a sponsor.
This CTA scrolls to the bottom of the page to use whichever form of contact the representative prefers.
The "More..." CTAs are less prominent to allow those who want more info to get it without distracting users who wish to scan the page.
This CTA opens up an overlay with additional info directly on the page.
Deliver & Implement
Prototype Video
Description of video
This high-fidelity prototype video displays a full-screen desktop version of the sponsorship page.
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Note the overlays to expand each descriptive section of the text. Additionally, the “Let’s Talk” CTAs bring the prototype directly to the bottom of the page to the contact form with all available direct contact information (phone, email, address).
Next Steps
EQuip Our Kids!
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Implement changes on WordPress
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After gaining new sponsors, add their logos to the webpage with a thank you
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Get better financials to exhibit on the sponsorship page (990's, projected budgets, etc)
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Speak with potential and new sponsor representatives to verify the design and UX writing. Continue to update the content based on these ongoing conversations with partners
UX more nonprofit websites
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Potential to partner with a CSR consultant to create a template for sponsorship pages on nonprofit websites
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Conduct more user interviews​
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Create, distribute, and analyze survey that would verify all data gathered
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Update greyscale wireframe from additional information
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