Forging a new path for Cincinnati's United Way
If you were to ask several random strangers to name five charitable organizations, there is a chance that most would include United Way. In the US alone, there are over 1,400 local United Way organizations dedicated to providing education, health, and financial stability to their respective communities.
The United Way of Greater Cincinnati (UWGC) has an especially big task: serve the community members of nine diverse counties across three states. To communicate effectively to such a broad audience, they needed a message and a medium.
Starting the Journey for United Way of Greater Cincinnati
UWGC’s approach to their website and marketing had changed a lot over the last decade. Many years ago they had worked with us as their website partner, until a decision from United Way Worldwide required all local organizations to join together for one overarching website. The “mothership” website didn’t last long. After a few years and various attempts to rebuild their own web presence, UWGC was again in need of a full website redesign that would marry their unique local flavor with a new direction being released by United Way Worldwide.
The years of changes had made their current website a confusing maze that lacked the clear structure and functionality to serve its multiple purposes: engage donors, drive action, and connect with the community.
United Way of Greater Cincinnati’s Marketing Roadmap
A website redesign of this scale for a large regional brand like United Way of Greater Cincinnati is not a simple task. We worked together with their team to create a phased approach to help make such a large transition for their brand as seamless as possible.
The Strategy: Prioritizing clarity and purpose
UWGC and USDP had a big mission: untangle the complexities of the existing website and create a site that would make it easier for everyone—donors, volunteers, and those in need—to find what they were looking for and take action. The new site needed to reflect the updated global brand of United Way Worldwide while honoring the unique spirit of the Cincinnati chapter.
The strategy was simple: clarify the message, make it compelling, and keep it accessible. We focused on redesigning the site with growth in mind, knowing that communications and programs would continue to evolve.
Messaging: Building a strong foundation
The ability to craft a cohesive brand message was United Way of Greater Cincinnati’s most important criterion when selecting an agency. With as many different audiences and services as UWGC has, it would have been very easy for their website to become confusing by trying to be everything to everyone.
Establishing the core message: Our content strategy team worked closely with the UWGC team through multiple sessions to redefine their message. The focus was on simplicity and a clear value proposition. We developed concise, straightforward language for every corner of the website to make donating, volunteering, or finding help easier.
Creating user journeys:
We helped UWGC create messaging for their website that would quickly send visitors in the right direction. We developed calls to action for those looking to donate and those looking to find help, and we created messaging for their three main pillars: educational success, financial empowerment, and housing security.
Website: An experience for all
Unite global standards with local flair: United Way Worldwide had new branding guidelines, but we didn’t want to lose what makes the Cincinnati chapter unique. Our design team blended the iconic United Way elements with local imagery and design that resonated with the spirit of Cincinnati.
Design for diverse audiences: Donors, volunteers, advocates, and those in need all have different needs and journeys. The UWGC site had to cater to each of these audiences while keeping the experience intuitive. Whether visitors were looking to contribute, find help, or get involved, the site needed to guide them clearly toward their goal. We ensured that each user’s path was streamlined, making it easy for them to find what they needed without getting lost in the shuffle.
Custom development: Building a 211 resource tool
In the nonprofit world, resources are everything. After their initial site was launched, UWGC wanted to enhance their ability to connect individuals with the help they needed, so we worked together to build a custom 211 Resource designed specifically for Greater Cincinnati, making it easier for residents to find local assistance. We built the widget using the React framework and published it on its own website to ensure that those in need could be quickly and easily connected to the resources available to them.
Going beyond the results
The new website positions United Way of Greater Cincinnati to evolve and expand its mission for years to come. It’s now easier than ever for UWGC to engage donors, attract volunteers, connect people to resources, and showcase the impact they’re making in the lives of families. The site reflects their ongoing efforts to simplify the giving process, make help more accessible, and inspire action.
Most importantly, the new site ensures that no one is left behind—whether they’re looking to make a difference or they need help themselves. UWGC’s impact is now easier to see, feel, and join.
It’s an honor to help companies like UWGC expand their impact on our region. Please check them out if you are looking for a way to make an impact on the Greater Cincinnati region.
