The goal was greater engagement from site visitors with an emphasis on local action. We wanted to create a sense of belonging when a user visited the page and immediate identification with the community where people live.


We wanted to take an educational approach for the community to get involved and take their first steps. Efficient tools for donations and interaction modules for ways to participate in community initiatives were key in increasing sitewide engagement.


The new website features content with local influencer Keegan-Michael Key to capture immediate attention and identification with a successful figure in the community. The surrounding content of the platform builds on that strong identity and leads people to take the first step in community involvement.


The new website resulted in both significant increases to engagment as well as local awareness of The United Way and community initiatives. The platform also now serves as the focal point of their online fundraising efforts.

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