I created Boys & Girls Aid digital to balance the organization’s 130 year history with its image of being a modern and progressive nonprofit.
Setting the stage
Boys & Girls Aid is a nonprofit that advocated for children in foster care. From donors and volunteers looking to support a nonprofit to families looking to adopt a child, content had to be adjustable to multiple audiences with various needs.
A fresh message
Boys & Girls Aid has been in operation for 130 years. While it has been an institution for child welfare in Oregon, I wanted the digital side to feel modern and innovative. I started with content that emphasized progress. From images to copy, each piece presents an organization writing the next chapter in its story rather than being beholden to its past.
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
There is an knowledge gap around foster care in the United States. Audiences visiting the website are often aware of the foster care system, but know little beyond pop culture references from shows like This Is Us or guest appearances of the "foster child" on sitcoms.
I developed content pushed people to take action. From adopting to donating, each piece of the website has a specific conversion in-mind. Each person who visits the website leaves as an advocate ready to talk about the importance of helping children in foster care.
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.
"These kids are more than their circumstances. They are more than a statistic. With support, love, and consistency, anyone can be anything.."