Since 1953, Pillar Care Continuum (formerly Cerebral Palsy of North Jersey) has been enhancing the lives of people with disabilities and other special needs by supporting personal growth, independence and community participation.
Services
Strategy, Website Design + Development
Like most nonprofits, Pillar Care Continuum relies on more than one audience to meet their operational and revenue goals. Our job was to understand what motivated each of these audiences and then build an experience that spoke to each, all under one cohesive web presence.
When designing for multiple groups, focus is the key. If the voice and user experience for each group aren’t clearly defined, the overall web presence will appear incoherent. Here’s how we approached each audience:
We worked to uncover the motivating factors that drove each group; What would they look for once they arrived at the site? What would prompt them to take action?
We distilled each audience’s motivations into one or two words; this would act as a target around which to create content and user experience.
For each audience, we then created design and selected functionality that would support their most important needs.
Pillar Care’s individual and community donor bases are motivated primarily by a sense of connection (does this organization’s mission resonate with me?) and ease (how simple is it for me to give)?
To establish connection, we evoked a day in the life of the Pillar Care community, using custom photography to underscore the warmth, dedication and expertise of the Pillar Care team:
We integrated Salsa Lab’s donation platform into the client’s website, which allows for quick and seamless donations. Users simply enter their payment information into this widget, which keeps the user on the same page the entire time and guides them through an intuitive three-step process.
Before committing grants and financial resources, large funders and government agencies look for reliability, and want to know the extent of Pillar Care Continuum’s service offerings. Our solution was to showcase the rich array of services offered by Pillar Care, in ways both basic (an extensive and clear main navigation) and creative, like building a series of cards and associated icons to promote each service more prominently:
Groups like special education coordinators and statewide therapists that refer families and individuals to Pillar Care Continuum look not only for reliability but capacity. Does the organization have the bandwidth to support the volume of referrals provided to them in a way that doesn’t sacrifice care? Here, we built data visualization tools, like this interactive map that not only specified where Pillar Care services were located by county, but helped route the interested referrering source to the right Pillar Care representative to learn more:
David Bishop // Vice President, Development and Communications
Tell us how we can help by completing this brief form:
350 Springfield Avenue #200
Summit, NJ 07901
info@bcsinteractive.com
973.377.1175
As a digital marketing agency for nonprofits, we write about the work and campaigns we produce, and share what we’ve learned along the way.
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