As part of their journey to Tier One status, the University of Texas at San Antonio (UTSA) launched a capital campaign. To support the campaign, the University's Development team wanted an online presence that could serve two purposes: first, to be utilized as a talking point during meetings with potential donors and second, to act as an information hub to keep the public informed of the campaign's progress.
How can the University have a website that both informs the public about the progress of the capital campaign while also providing visuals and talking points for development officers who are soliciting donations?
Who are we talking to?
Because the demographics of potential site visitors was so vast (students, faculty, staff, donors, general public, government officials, and more), nailing down a specific user persona or psychographic was difficult. The team decided to focus primarily on faculty, staff, and donors. The team designed and created a brand-friendly, visually pleasing layout that provided information in a way that would appeal to those three types of users.
I led the University's creative and web teams during the ideation, design, and production of the site. The site's design was visually supported by elements of the University's brand standards that we developed in conjunction with this assignment.
Keeping the campaign's fundraising commitments up-to-date was very important. To ensure donation numbers were always accurately depicted, we developed a process that the University's web team could utilize to update the dollar amounts on a weekly basis and provide visitors with the most up-to-date information possible.
The site was well-received by UTSA's development officers, as well as, current and potential donors. When all was said and done, the original $150-million capital campaign goal was met earlier than expected. The campaign ended with a total of $180-million being committed to the University.