Mission-Driven Website Development
Goal
- Design a mission-aligned website that inspires stakeholders into action.
- Develop an intuitive donation pathway to increase fundraising.
- Enhance the site’s usability for researchers, grant specialists, and medical professionals.
- Implement strong user engagement features, including newsletters, social media integration, and interactive elements.
Problem
The Child Health Equity Center (CHEC) was founded to advance child health equity by conducting anti-poverty and anti-racist translational research that drives actionable changes in medical service delivery. As a newly established initiative under UMass Medical School and UMass Memorial Children’s Medical Center, CHEC needed an engaging, informative, and donor-friendly website to effectively communicate its mission, attract funding, and build a network of medical professionals and researchers.
Website
JSR Strategies executed a structured, research-driven approach to develop a website that would serve CHEC’s diverse stakeholders. Key initiatives included:
- User-Centric Website Strategy:
- Identified top-priority audiences, including donors, medical professionals, researchers, and students.
- Developed a user-friendly structure to ensure intuitive navigation for each stakeholder group.
- Donor-Focused Design:
- Prioritized donations with clear calls to action (CTAs) and streamlined the donation page.
- Built a metrics-driven approach to track donation-related engagement, including visits to donation pages and conversion rates.
- Optimized Content & Navigation:
- Organized information into easily digestible sections, preventing overwhelming text blocks.
- Incorporated visual storytelling, infographics, and dynamic elements to engage visitors.
- Built a Bio & Team page modeled after the structure used by Nationwide Children’s Research Center to highlight expertise and credibility.
- Technical Features & Accessibility:
- Integrated Mailchimp for newsletter subscriptions.
- Developed social media integration with Facebook, LinkedIn, Instagram, and Twitter.
- Ensured ADA compliance by partnering with accessibility tool providers like UserWay.
- Embedded video content to provide a multimedia experience.
- Competitor & Industry Best Practices:
- Studied and incorporated elements from leading health equity websites, including those from Johns Hopkins, Dayton Children’s Hospital, and Cincinnati Children’s Hospital.
- Developed an interactive timeline and infographics inspired by successful peer organizations.
Results
Through a strategic, research-driven website development process, JSR Strategies successfully positioned the Child Health Equity Center for long-term digital success. The site now serves as an accessible, informative, and action-inspiring platform, strengthening CHEC’s ability to fundraise, engage stakeholders, and drive meaningful impact in child health equity.