Website: Boys & Girls Aid
Boys & Girls Aid is Oregon's oldest nonprofit. I worked to create messaging and copy that balanced its 130 year history while presenting a vibrant, unique and progressive organization ready to tackle the problems of today.
Setting the stage.
Boys & Girls Aid is a nonprofit that serves a number of different audiences. From donors and volunteers looking to casually support a nonprofit to families looking to adopt a child, the website copy needed to speak passionately to distinct people.
A fresh message.
Boys & Girls Aid has been in operation for more than 130 years. There is a large following who believes in the organization's history and impact. As the agency pushes to engage new supporters, there is a need for a modern and fresh perspective.
I set out to create website copy that emphasized progress and a willingness to move toward the best outcome from children. From headlines to body content, each section is creates the imagery of an organization approaching work from a creative and modern perspective.
Historical importance resonates with specific audiences though, and I did not want to completely disregard the agency's sheer number of years in operation. Weaved into the framework of each section is Boys & Girls Aid through the historical lens of always pushing boundaries and trying new approaches. The organization has been in operation for 130 years because it has never been over relient on what has worked in the past.
"We want to help connect foster youth to forever families so that they can flourish and succeed. So that they can go to college, or start a business. So that they can live their dreams, instead of just surviving."
Information to inspiration.
By website standards, Boys & Girls Aid has a lot of content. Donors, volunteers and people relying on direct services look to the website to glean information around very complex topics.
The primary challenge of writing copy for this website was taking the piece of information that were relevant and turning them into inspiring and engaging content. Specifically, there is an knowledge gap around foster care in the United States. Audiences visiting the website for the first time are oftentimes learning about foster care for the first time. This meant there was a learning curve with potential to overwhelm.
I worked to find the right balance of creating content that would push people to want to take action. From adopting to donating, each section was developed with a specific conversion in-mind. I wanted each person who visited the website to leave as an advocate ready to tell their personal network how important it is to support the work of Boys & Girls AId.
A landscape to think big
Boys & Girls Aid was a nonprofit whose digital presence had mainly been about offering services. It was a place where people came to adopt an infant or to donate to these services. With a refocus on the nonprofits purpose, people were no longer coming to adopt an infant. They were providing a home to a child who had nobody. They weren't donating to services, they were positive affecting the future of Oregon.
"We felt we had extra to give; extra energy, extra love, extra effort. What better way to spend your energy than on a child? Foster care adoption is beautiful, and we’re so proud to be a part of this community."