Jefferson Health
Fundraising Campaign, Hospital Advancement
In 2019, Jefferson Health launched the “Reimagine Campaign”, a $1 billion fundraising initiative to change the world through education, innovation, and discovery. Their Office of Institutional Advancement needed a website centered around the comprehensive fundraising campaign to help meet their goal by 2024.
I worked on the project as a UX Designer, creating personas, user flows, sitemaps, and wireframes.
Project Goals
To establish the “Reimagine Campaign” online.
To educate and encourage donors to give.
To make online giving easy to navigate.
To streamline Jefferson’s digital fundraising efforts by merging multiple advancement websites.
Stakeholder Interviews
I co-led a series of stakeholder interviews to better understand where to begin, what content should go on the site, and how to organize it accordingly.
From these interviews, we learned:
External audiences are the priority. “Grateful patients”, family members, alumni, and employees are primary audiences, but the website was not speaking to those users. It was more internal-facing.
Focus on the why, where, and how to give. The website should be both informational and transactional.
Funds should be curated and consolidated. The website is an opportunity to make funds easy to find. Users are currently overwhelmed by giving options and unsure what fund to donate to.
Donors are story- and outcome-driven. Making an impact is important to donors, but there is currently a disconnect with how their gifts will be meaningful.
Personas
We wanted to organize the site around primary users’ goals while being in alignment with business objectives. To achieve this, I created personas for primary users and mapped out their goals in a user flow. The website would need to increase campaign engagement, so I explored how user tasks would fit into that conversion funnel.
Sitemaps
Using the user flows, I organized a new sitemap that was designed around top user tasks and main business objectives. The sitemap helped showcase strategy by visualizing what pages would need to be created, moved, consolidated, and eliminated.
Final Designs
The re-designed website launched in Summer 2019, leveraging our research, strategy, and design efforts.
Key audiences are the priority.
We designed the website around the needs of “grateful patients”, family members, alumni, and employees.
Outcome-driven storytelling.
We created a filterable story feed to make it easy for prospective donors to see the impact of giving.
Funds are curated and consolidated.
We created a searchable giving guide that was broken down by key campaign areas to make funds easy to find.