Cross-platform donor stewardship.

Temple University College of Public Health

When Temple University College of Public Health was preparing to launch a capital campaign, they hired my team to create a communications suite for their giving team to use. This suite would be used to introduce the campaign’s priorities to prospective high-level donors.

TIMELINE

2021-present

CLIENT

Temple University College of Public Health

DELIVERABLES

Website

Print brochure

Canva template

MY ROLE

Lead and Sole Designer

Production Manager

Understanding the user’s needs

Before we could begin the project, we needed to understand who we were creating a communications tool for, and what their specific needs were. Based on meetings with the team who would be using the communications suite, I created a user persona to help focus my designs.

User Persona

TALIA

Talia is a Temple University College of Public Health giving officer. Her role is to reach out to donors about the school’s upcoming capital campaign

Her Needs:

A suite of materials about the campaign that will help stir up interest in prospective donors.

She needs to have two points of contact with her list of donors: First, an initial general introduction of the campaign; Second, a custom follow-up tailored to the donor’s specific interests.
The initial point of contact must have a responsive web component, but also must have a print fallback format, as not all prospective donors are accessible via the internet.

Ideating solutions

Upon interviewing the users (the giving officers) and sketching their user journey, we came to understand that they would need three different methods for contacting their end users (donors), across two points of contact.

For the initial point of contact, the giving officers needed two methods of communication.

A PRIVATE WEBSITE: To communicate the key messages of their capital campaign. This website would be distributed via personal emails with custom links.

A PRINT BROCHURE: To act as an alternative means of communication to the website. A key subset of older end users (prospective donors) had indicated that they would prefer to receive messaging in this format.

For the second point of contact, the giving officers needed a communications tool that they could customize so that each donor could get a unique follow-up.

A FOLLOW-UP TEMPLATE: Each gift officer needed to be able to send a fully customized follow-up communication to their list of donors after they had received the website or brochure. In the end, we decided that a customizable report template built in Canva was the best tool.

Outlining and Prototyping

PRINT BROCHURE AS WEB PROTOTYPE

I created the print brochure first. This acted as a prototype for the website, establishing the language, visual direction, and general information architecture.

SITEMAP

Once the content and design direction were established using the print piece, I created a sitemap for the website to nail down the site’s information architecture and overall structure before moving on to designing the site.

CANVA TEMPLATE OUTLINE

I then interviewed the giving officers to determine what sorts of templated content would be most useful to them. This produced a list of layouts for the first round of design.

What the suite looks like

THE WEBSITE

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THE PRINT PIECE

Includes an envelope with teaser on the exterior, a brochure outlining the campaign’s major messaging, and a cover letter customized using viariable data printing.

THE CANVA SUITE